The UFC has launched a virtual live-video advertising platform with 4D Sight, with the platform being used to create localised ads for different regions.

The technology was launched during UFC278: Usman v Edwards 2, where UFC FIGHT PASS branding was placed on the canvas.

Additionally, Latin America and Asia broadcasts will be a part of the pilot program, with the UFC’s sportsbook, Stake.com, appearing on the canvas.

Commenting on the partnership, UFC senior vice president of global partnerships, Paul Asencio, said: “UFC is a global brand that has become one of the most-sought–after marketing platforms in all of sports.”

“4D Sight’s technology will now allow us to localize the brand exposure to meet the needs of our partners, while creating greater relevance and engagement locally with our viewers,” he said.

4D Sight CEO and founder, Erhan Ciris, added: “Currently, there’s a lot of tech out there to try to shoehorn in brands that want their logo digitally blown up on screen during a big sports event.”

“The issue is, the quality control isn’t there with constant things like glitching and screen-tear when anyone on screen happens to be in the vicinity of a logo.

“What we’ve really done is create a way to improve the viewer experience, by presenting branding opportunities that are native but non-intrusive for the viewer,” Ciris said.

On the technology, UFC senior vice president of research of development, Alon Cohen, said: “UFC tried and discovered we couldn’t use any of the traditional, mature technologies for digitally placing our partners’ logos in our broadcasts.”

“Those technologies are upstream and use sensors attached to cameras. For a variety of reasons, that wasn’t a workable solution for us.

“We needed a downstream solution – one that could place logos on the Octagon canvas using a broadcast-level solution.

“4D Sight is the only platform that could provide that technology for us, and we’re proud to work with them to produce this first-of-its-kind deployment in IRL sport,” he said.

The announcement comes after Carl’s Jr was announced as the official burger of the UFC.

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