See the proof footy fans will be watching a VERY different version of the grand final compared to the supporters who are actually at the ground
Footy fans that have arrived early for NRL Grand Final 2024 have revealed that they will have a majorly different view of the match between the Penrith Panthers and Melbourne Storm compared to those watching at home.
Thousands of supporters have started to fill Accor Stadium in Sydney’s west to catch the earlier matches, including the NRL State Championship and NRLW grand final.
They have posted images from their seats at the venue, revealing a key difference compared to the Channel 9 television coverage – no advertising markings on the field.
This is because Channel 9 is using dynamic or virtual advertising on the field, where the advertising signs on the field are superimposed over the broadcast image.
So instead of spraying the logos on the grass, they digitally add them to the broadcast image. The only logos on the field is the NRL finals logo, major sponsor Telstra and a Visit NSW government promotion on half way plus the line markings.
The reason virtual advertising was originally used was because relentless rain ahead of a State of Origin match in 2010 meant traditional, painted advertising became impossible.
‘We literally couldn’t get the paint on the ground,’ former NRL general manager of commercial and marketing Paul Kind said at the time.
‘Harvey Norman were paying a significant fee to have it delivered to a three million-plus audience nationally, but it was pouring.
‘We were meant to have eight signs for that match. We only delivered one – which wasn’t of a very good quality.’
An NRL fan posted this image to social media showing the lack of advertising on the field at Accor Stadium on grand final day
The Channel 9 broadcast shows the virtual ads for KFC and Westpac that fans at the ground cannot see
That led the league to explore the digital option and in 2013 virtual advertising was used for the first time in an NRL match in a Manly Sea Eagles versus Canterbury Bulldogs clash.
‘What virtual signage is giving us is guaranteed clarity on every logo, regardless of weather and stadium wear and tear,’ Kind said.
‘When you’re selling sponsorships, that’s very important.’
The virtual advertising in 2024 is being handled by a small, New Zealand company called nzDisco which is run by technician Daniel Klinac.
Thousands of NRL fans have arrived early for NRL Grand Final 2024 between the Melbourne Storm and the Penrith Panthers
The footy fans making the trek to Accor Stadium won’t have to worry about advertising
The operation is run remotely from a custom designed broadcast centre in real time.
‘Our first RBC (remote broadcast Center) can manage up to 4cam remote productions with all the bells and whistles. Duplex comms, Audio mixing, live CG etc … within a fully redundant integration,’ Klinac posted earlier this year.
‘We also are processing and managing all the virtual advertising integrations for all NRL and SuperRugby matches for the 2024 season. A lot of learnings and clever technology.’
Some NRL fans at the grand final are even calling for more digital advertising after forking out top dollar only to be met with a restricted view at Accor Stadium.
‘Who’s bright idea was it to have adverting signs up so that in row 4 (not restricted viewing) at the @NRL Grand Final you can’t even see the try line, let alone when you go to row 18 you can’t see the dead ball line,’ Asked a very upset fan.
‘Advertising should never get in the way of the game.’
But not every footy fan was impressed, with some calling for the old school painted markings to return
‘Unbelievable, it’s only a small part of the day but significant. If that make sense lol,’ posted one NRL fan.
‘It was so cool to see the Sharkies logo on the field when they were there.’
