A revolutionary novelty at the Audi FIS Word Cup

JASNÁ (20.1.2024) – Among other things, the World Cup in Jasná can be proud of a revolutionary innovation that hasn’t been used at any ski resort of this level before.

It’s thanks to the EVENT’S ON agency, which started to cooperate with the Ski Association of Slovakia (ZSL in Slovak) once it was officially announced that Jasná would host the Audi FIS World Cup again.

The effort of the Association to do something more for the world skiing played an important role too. The innovation had been created with help of uniqFEED, a Swiss technological company, in order to guarantee more safety for the skiing elite by using virtual advertising. The ground-breaking ecological solution is based on making partners visible and presenting them without the need of physical advertising.

During the 2-day event, uniqFEED is creating additional virtualised transmission for fans in Slovakia via the JOJ ŠPORT TV. The process includes integrated virtual content on existing advertising spaces.

VR potential

The safety of athletes is always the highest priority of World Cup organisers. The possibility to use advertising space by means of virtual solutions without intervening in the physical environment and the safety of athletes proved to be a significant step forward.

"The vision of our EVENT’S ON agency is to keep raising the bar and introducing innovations not only to winter sports. The cooperation with uniqFEED has given us a great chance to show the huge potential that virtual advertising can offer to sport – by increasing the safety of athletes, respecting the environment and improving the creative presentation options for event partners,” said Lukáš Donoval from EVENT’S ON.

"The event in Jasná is the ideal opportunity to draw attention to the potential of this unique technology. We look forward to our further cooperation with EVENT’S ON and the Ski Association of Slovakia when organising other successful events in future,” announced Tom Huston, CCO at uniqFEED.

Martin Paško, the president of the Ski Association of Slovakia, announced that history is made in Jasná. “It’s amazing what we have managed to do in Jasná. We are very happy that our association had supported the idea from the very beginning. It is the first time that animated advertising is used for one of our partners at an international ski event.”

Something that is common for sports with an enclosed field has a successful premiere in skiing which is a dynamic sport. This proves how fast this technology is developing.