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Virtual advertising: legal implications for sport

Version 2 2024-06-03, 21:35
Version 1 2017-05-11, 14:16
journal contribution
posted on 2024-06-03, 21:35 authored by Paul TurnerPaul Turner, S Cusumano
The latest technological development in television and stadium advertising is virtual advertising. Virtual advertising (also referred to as virtual signage or electronic billboards) refers to real-time video insertions into television broadcasts. This involves overlaying an advertisement into a space in the telecast - either over the top of existing ground signage, or alternatively in a "free-space" on the field of play or in the crowd. This form of advertising is only visible to the television viewer. People at the ground cannot see the imposed sign. There are important legal ramifications associated with this technology. This paper explores the potential legal impact of virtual advertising on key stakeholders. It considers legal implications this technology will have for facility managers, event operators, sponsors and television broadcasters. This review identifies the legal framework surrounding the use of virtual advertising and the obligations of all parties in ensuring that contractual agreements are upheld. A model is developed which highlights the potential relationships. It provides a description of how each party can seek to protect its respective interests.

History

Journal

Sport management review

Volume

3

Pagination

47-70

Location

Amsterdam, The Netherlands

ISSN

1441-3523

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2000, SMAANZ

Issue

1

Publisher

Elsevier

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