This idea is archived

3D Branding Opportunities at the heart of sporting action

Provided by IMG (Archived)
An opportunity to put brands at the heart of sporting action using patented technology that has a proven track record of success

Tell us about the Opportunity / What is it?

3D Signs is a patented technology that enables sponsors of sporting events and teams to put their brand in the heart of the action. By replacing traditional 2D signage with specifically designed 3D logos, the impact on the viewer is significantly increased. With a network of licensees across the globe, there are opportunities overseas as well as in the UK. Typically seen at major sporting events such as the Cricket World Cup, Six Nations Rugby and FA Cup Final, 3D signs deliver substantially increased visibility and value to sponsors and rights holders alike.

What is the Marketing Objective?

The difference between a 3D logo and other forms of more traditional branding are that without interfering with the flow of the action, the logo appears to be standing vertically on the playing surface. This ensures that television spectators are drawn to the logo and therefore brand awareness is significantly increased.

How does it work?

Using patented software, the stadium is surveyed from the main camera position to ensure that all possible measurements are gathered to create the perfect 3D image. Then, in consultation with the client, their logo is transformed from a traditional 'flat' image, which is often hard to decipher, into a perfect 3D form which is then either painted directly on to the turf (rugby) or printed on to specifically designed mats that are pinned into the turf (cricket and football). This technology can be used at any venue or sports ground worldwide.

Who's used it in the past?

3D signage has been used by a variety of rights holders, sponsors, product launches and media agencies worldwide. In cricket, 3D signs have been produced across all the major cricket playing nations and have included the last three Cricket World Cups. In soccer, major national leagues such as La Liga, Serie A, Bundesliga, J-League and Major League Soccer as well as in the African Cup of Nations and other domestic cup competitions such as the FA Cup. In Rugby, signs have appeared at the Six Nations, Super 14, Guinness Premiership, EDF Energy Cup, Currie Cup and many others.

Features / Benefits

The main features of 3D signs are the brand impact on the viewer. By creating a logo that appears to be standing upright when viewed through the main TV camera, it gives sponsors a 'wow' factor that is not available through traditional signage.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kSponsors/sponsorship agencies, media buyers and advertisers
16 - 24
25 - 34
35 - 44
Male
All
ABC1
OUTDOOR / DIGITAL OUTDOOR
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
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