Sold by region,not by season.

A shirt carries a sponsor. That sponsor is painted on the fabric, so everyone watching anywhere sees the same one. Virtual sponsorship changes where the brand lives: instead of the fabric, it is rendered onto the kit inside the broadcast chain, in the same place a score bug or a virtual pitch-side board already sits. Because the feed sent to each territory is a separate feed, each one can carry a different brand. The shirt in the stadium never changes.

No, and this is the part that matters commercially. The existing sponsor keeps every market their contract covers, exactly as drafted. What MarkaMotion sells is the territories that deal never reached — a club broadcast into forty markets typically sold its shirt front for one of them and gave away the other thirty-nine. Those become inventory. It is added revenue on a surface already owned, not a renegotiation.

The footage is real and unaltered. Nothing is fabricated, no player is synthesised, no passage of play is invented. The artificial intelligence involved is computer vision and machine learning doing one job: finding the kit surface in each frame, tracking it through motion, occlusion and folding fabric, and compositing the brand onto it so that it moves as though it were printed there. That is the same class of technology behind virtual pitch-side advertising, applied to a surface nobody had solved before. Every clip on this page is labelled filmed, not generated for exactly that reason.

Computer vision for surface detection and tracking, machine learning models trained on kit under real broadcast conditions — floodlight, motion blur, rain, compression — and a rendering stage that matches the brand to the lighting and the fold of the fabric so it does not look pasted on. It runs inside the broadcast chain rather than on the camera, which is why nothing physical has to change and why each territorial feed can differ. The method is patented.

Nothing physical moves. No redesign, no re-manufacture, no change to stadium signage, no different shirt for the away leg. The playing kit that exists is the playing kit that is worn. This is the reason a club can go from agreeing the idea to earning from it inside a season rather than inside a kit cycle.

By the four things that actually vary: the event, the surface — front of shirt, sleeve, back, shorts — the territory whose feed it appears in, and the window of the match. A brand can hold the front of shirt in one market for a whole fixture while another holds the sleeve in a different market for the minutes either side of half-time. Priced per window, not per season, which is what lets a brand buy the visibility it can actually use instead of a global deal it cannot.

The rights holder, always, before anything airs. Every category, market and window is theirs to approve or refuse. A brand cleared for one feed never appears in a feed it was not cleared for, and a rights holder can bar a named company outright. That control is not a feature bolted on afterwards — it is the thing the whole system is built around, because a sponsor that is lawful in one market may be unlawful in the next.

Virtual advertising inserted into a sports broadcast is established practice — pitch-side replacement has been running in major competitions for years, and the European framework for audiovisual media services contemplates it. What varies by market is which categories may appear: alcohol, betting and pharmaceutical rules differ sharply between jurisdictions, and a feed going to one country may not carry what the feed next door can. That is precisely why approval sits with the rights holder and why eligibility is checked per territory rather than assumed. We are not your counsel, and any deployment should be run past yours.

Any sport where a broadcast camera sees kit for a sustained period. Football, basketball, tennis and athletics are shown on this page; rugby, cricket, handball, volleyball, cycling and motorsport all present the same problem and the same surfaces. What matters is dwell — how long the surface is on screen, at what size — which is also how the inventory is valued.

Yes. Dr Amine Arezki, founder and CEO, speaks on sports technology, virtual advertising, computer vision in broadcast and where sponsorship goes next. A TEDx speaker, named a CMO to Watch in 2024, formerly Director of Marketing and Chief Value & Branding Officer at Thales after leading its autonomous driving division. Keynotes, panels, pitch stages and exhibiting — tell us the audience and the slot and we will come back with something specific. There is a conference option in the form below.

One method, three places it runs. Replay works on video that already exists — highlight clips and archive — so one clip can carry a different partner in every market it is posted to. Live does the same inside a live broadcast feed, live or near-live, per feed, per territory and per window. Mirror points the method at the audience instead of the pitch: a screen that puts a brand on whoever stands in front of it, as a full team kit or as a logo on the shirt they are already wearing. Replay and Mirror can be booked today. Live is in pilot.

Yes. The printed logo is removed and another is rendered in its place, and it stays on the shirt through the movement of the player and the fold of the fabric. Whether it is permitted in a given market is a contractual question for the rights holder, not a technical one — and the rights holder approves every placement, by category, market and window, before it airs.

Anywhere a brand wants to appear on a person rather than a screen. It is supplied by the day, for a multi-day event, for a tour, or as a resident install that stays in a venue for a season. It also works in a shop window, where it pulls people in from the street. Each booking includes the rig, on-site set-up and the content pack, and the scope is set by location, duration and the number of looks.