Switzerland vs. Italy will also be remembered for the debut of virtual advertising in a European qualifying match. Indeed, the FIGC, in collaboration with UEFA and with RAI’s support, used Supponor technology during the game, thus guaranteeing visibility to its own commercial partners and those of UEFA. This was done by creating virtually superimposed images on the pitchside LED boards in real time as part of the live TV broadcast in Italy.

This represents a continuation of the FIGC’s dynamic commercial strategy, one which has resulted in a clear increase in revenues from TV rights, sponsorship and licensing in the past few years. Virtual advertising being carried out today is a true technological revolution that can be used by other European Federations, in agreement with UEFA. The aim is to guarantee visibility to respective commercial partners in the relevant countries.