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“A study by sports consulting company Repucom shows the average media advertising equivalency value per regular season fixture increased 56 percent from 2012 because of the quality of the signage on the broadcast”.

Paul Kind, NRL general manager of commercial and marketing

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The Australian

www.theaustralian.com.au

The NRL this year introduced virtual signage, created to screen during a TV broadcast. Signage was previously painted on grass for matches. Kind (NRL general manager of commercial and marketing Paul Kind) says a study by sports consulting company Repucom shows the average media advertising equivalency value per regular season fixture increased 56 percent from 2012 because of the quality of the signage on the broadcast. “What we will be able to do in the future is, without detracting from the quality of the actual broadcast, change the signage
during the game or tailor it to specific events such as sales or new branding for particular sponsors.”

 

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The Australian

www.theaustralian.com.au

It was 4 o’clock on the afternoon leading up to the first State of Origin rugby league match of 2010 in Sydney ­one of the marquee events in the sport’s calendar and the rain had been beating down all day.  National Rugby League officials were in a flap. “We literally couldn’t get the paint on the ground,” NRL general manager of commercial and marketing Paul Kind tells Media. “Harvey Norman were paying a significant fee to have it delivered to a three million plus audience nationally, but it was pouring. The fears of NRL officials were well founded.  “We were meant to have eight signs for that match,” Kind says. “We only delivered one which wasn’t of a very good quality. ” In the NRL’s collective mind, it was this moment that prompted the sport’s world­ leading move towards having
“virtual signage” superimposed on to football fields.

 

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The Australian

www.theaustralian.com.au

Lynne Anderson, the boss of top sports consulting group Repucom which is  working with rugby league on the virtual signage move says that the NRL’s use of virtual technology to promote brands on its TV coverage in recent weeks is “groundbreaking”. “In recent years, we’ve seen America’s  National Hockey League and Major League Baseball having introduced virtual signage,” she says. “But based on the experience of the last fortnight, the NRL is taking it to another level.”