The Dutch football league renews its contract with Orad for another four years

With Orad's solutions, the Eredivisie can place multiple virtual advertisements on the pitch in each match and offer broadcasters rich analysis graphics of the best plays.

The Eredivisie Dutch Football League, a Dutch football league, has signed a contract with Run to use its technology in advertising insertion and enriched graphics in broadcasts for four more years.

With Orad solutions, the Eredivisie can place multiple virtual advertisements on the pitch in each match. The Orad system, compatible with a wide range of advertising sizes and animations, has the option to change the advertising during the game, adapting to any situation on the ground, whether obstacles or elements on the ground.

In addition to virtual announcements, the Dutch league will continue to use Orad's live game analysis system. Broadcasters who use the Eredivisie signal will thus be able to have visual elements that help understand the most controversial plays with data such as the speed of the ball, offside lines and information about the players, as well as "draw" the logos of each club on the field of play.

The Eredivisie production infrastructure includes a track camera that is the center of virtual advertising production and two 16-meter track cameras for the placement of other rich graphic elements.

With the central fixed field camera in the goal area, the virtual advertisements are visible at all times. Using an embedded chroma, the players are extracted from the green, which allows the advertising to be seen as if they were real billboards instead of virtual ones. Furthermore, Orad's system distorts the graphics according to the camera's perspective, so that television viewers see the advertising from a realistic position. These options allow the Dutch league to play with additional advertising elements such as vertical billboards that could not physically be placed next to the goal posts.