Sign replacement at the Australian Open Tennis

As part of BV’s virtual delivery at the Australian Open 2022 its software-based static sign replacement (SSR) technology was used to replace the AO logo on the umpire's chair with sponsored content.

The system was used across all of the three main courts covering over 130 matches across the tournament and was combined with BV’s multi-region branding system to put different sponsor logos across different feeds. The sponsor logos were changed during the match to allow multiple sponsors to gain exposure.

The technology works in different stages; firstly deleting the physical sign, then matching the lighting and shadows from the region, and finally inserting the virtual content. The virtual signs are indistinguishable from the physical signs and are pixel locked to the physical content to guarantee that it is tied to the physical space.

This enabled Tennis Australia to generate new revenue streams by selling the same signage position across different territories.