SUPPONOR AGREES FIRST-OF-ITS-KIND DYNAMIC SIGNAGE INITIATIVE WITH THE (NHL®) FOR THE 2022-23 SEASON

Supponor Announces Multiyear Partnership with the NHL to deliver Digitally Enhanced Dasherboards

Supponor Announces Multiyear Partnership with the NHL to deliver Digitally Enhanced Dasherboards

London, United Kingdom, October 6, 2022 – Supponor, the world’s leading virtual advertising technology solution provider in sports, today announced the debut of Digitally Enhanced Dasherboards (DED), an revolutionary approach to dynamic dasherboard advertising that will launch for the 2022-23 National Hockey League (NHL®) season.

The DED system allows for the real-time digital replacement of camera-visible arena dasherboards within live local, national, and international NHL game broadcasts, ushering in the next wave of innovation to create new opportunities for the League, its Clubs and their media and corporate partners.

Supponor has partnered with the NHL, the premier North American professional hockey league, to develop the DED technology solution, powered by its next-generation Supponor AIR® technology platform, using remote, Artificial Intelligence (AI)-based keying technology to augment dasherboard advertising during live game broadcasts by placing dynamic graphics over the camera-visible fully branded arena dasherboards. DED graphics can be displayed during games in a market-specific way, wherever and however the game feed is broadcast, resulting in dynamic and targeted branding and promotional messaging that was not previously achievable.

“Digitally Enhanced Dasherboards will revolutionize the way properties and broadcasters interact with brands across the world, not only in the NHL, but in all sports,” said Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President. “This has been a significant undertaking for the League, which has included years of developing, testing and readying the technology for League-wide implementation. We are thrilled to partner with Supponor to bring this game-changing technology to life this season and provide increased opportunity and value to our business partners.”

“Our long-term collaboration with the NHL has achieved a historic league-wide signage solution. With up to 15 concurrent games in one night and 40 game broadcasts per week during the NHL regular season, it is an ambitious large-scale deployment,” said James B Gambrell, Supponor CEO. “Working closely with the NHL to develop, test and implement Digitally Enhanced Dasherboards has been the most complex implementation of Supponor’s AIR®, our AI enabled fully software-based virtual signage solution. Our multifaceted platform will support the NHL’s requirements and needs, end-to-end, and will set a new gold standard for other sports. We thank the NHL for their vision, commitment to innovation and collaboration, and we look forward to many more groundbreaking initiatives together shaping the future of sport advertising.”

Supponor’s DED solution for the NHL will allow for never-before-seen dynamic dasherboard branding and messaging featuring URLs, flighted marketing campaigns, co-branded official designations, social media integration, QR codes and more. Additionally, the DED display will be programmable into multiple formats from a single-advertiser full-dasherboard takeover to a split zone format with ten advertisers brands. Among other advantages, the DED system allows for the opportunity for Clubs to provide their corporate partners and advertisers with this valuable exposure in both their home and their away game broadcasts for the first time. Supponor will also manage the League’s Slot Virtual advertising beginning this season and has developed an NHL Content Management System for use by the League and its Clubs to create, approve, manage and report on their playlists for every game broadcast in their markets.

NHL and the NHL Shield are registered trademarks of the National Hockey League. © NHL 2022. All Rights Reserved.

SCROLL POSTS

A Few Kind Words...

Gavin Bunker, AE Live

Bubble were fantastic throughout the whole process and helped us deliver a successful event to celebrate our 30th corporate anniversary with industry peers.

Robert Cloudt, Synchronized

Bubble has been tremendously helpful to bring our marketing communication to the next level, very responsive and thinking with us together on the rightful messaging and timing across different media’s. Definitely a recommendation in case you need a well balanced media agency to help you out.

Carla Molina Whyte, Farmerswife

Working with Bubble Agency for a tradeshow has been truly amazing. The bubble team is incredibly helpful and talented. We are very happy with the results and with all the coverage we got prior and during the tradeshow!

Silvia Candido, Ateme

As usual, we were super busy before and during a tradeshow this year. What a luxury to have Bubble take care of our media relations and our social media accounts! We saw a surge of followers on LinkedIn and got good coverage in a number of publications.

Meg Travis, Iron Mountain Entertainment Services, Director, Global Head of Marketing & Communications, Entertainment Services

The Bubble team made everything easy at MPTS! From advising before the show, to facilitating client and press conversations during the show, to making recommendations on how to make the most of the connections we made there - we rely on Bubble as a key strategic partner for our sales and marketing teams.

Dan Pike- Covatic

Bubble brought their significant experience of NAB to support Covatic in kicking off a big US push at the Show. Their support was holistic, assisting us before, during and after the show and well appreciated. We had a successful show, gaining high profile new sales leads and even winning a Product of the Year Award - thanks in no small part to Bubble’s assistance with the application An experienced, credible team and a joy to work with.

Éva Szász – Lightware Visual Engineering

We’ve been working with Bubble for a couple of months now and luckily we found a common voice right away. They always have an easy, quick understanding of what we need and are delivering not only the materials we want, but more and more PR opportunities, in a proactive way. Bubble have been instrumental in raising awareness of Lightware in the run up to ISE and did a great job faciliting us onsite at ISE too including securing and conducting press appointments and manning our social accounts.

Paul Weiser – ASG

I have been working with Bubble for the past eight months. I run marketing for Advanced Systems Group based in Northern California. ASG is a technology company focused on providing technology solutions for the Media and Entertainment industry. Our business is broken down into four diverse areas. One of the challenges that Bubble helps me solve is how to market a company with multiple business units, yet still deliver a unified message for our brand. The key benefits that Bubble provides in helping guide our marketing efforts include: Industry knowledge, Expertise in all functional areas of marketing, Client service & Worldwide brand. The first year of working with Bubble has been a great experience. I’m excited to work with the team to see how we build the ASG brand in the future.

Catherine Watling – Visual Data

The Bubble team have been fantastic and the quality of the work is always exceptional – even at short notice. Our work with Bubble has produced some of the best coverage we have ever had!

Mark Forth – CVP

Working with Bubble has been integral to a rapid improvement in the delivery of our PR and communication strategy. The entire Bubble team are always friendly and professional as well as knowledgeable and well-connected. A real joy to work with!