Swiss Tennis partners with virtual advertising firm UniqFEED for Securitas Pro Cup

Swiss player and women's number eight, Belinda Bencic will compete in the event (Photo by Dean Mouhtaropoulos/Getty Images).

Swiss Tennis has partnered with virtual advertising solutions provider UniqFEED to deploy the company’s technology at the Securitas Pro Cup, a three-day tournament featuring Swiss players scheduled from July 24 -26 at the Swiss Arena in Biel/Bienne.

UniqFeed provides a software-based virtual solution that allows advertising to be overlaid into sports programming without needing to adapt in-stadium hardware, existing advertising boards or cameras. Virtual overlay technology enables rights-holders to insert multiple brands or sponsor logo onto existing perimeter advertising boards at sports venues and differentiate match feeds for audiences in different regions.

The Switzerland-based company built its reputation delivering digital overlay technology for court sports in its home country. The technology is understood to be easier to deliver in court sports which have lower levels of camera motion and zooming than other sports, although the company claims it has also now developed a scalable solution for baseball and will shortly have one available for football.

The technology has already been used at the ATP 500 Swiss Indoors in Basel and the Laver Cup team competition organised by Swiss number one Roger Federer’s management company Team8. UniqFEED has also provided the technology for the Badminton World Federation (BWF) Swiss Open in Basel and various table tennis events.

Silvan Poltera, director of sponsorship for Swiss Tennis said: “This unique format gives us the opportunity to test the new technology and offers additional value to our partners.”

The international tennis calendar has been badly disrupted by the Covid-19 pandemic leaving some national federations to create local events to overcome travel restrictions.

This year’s Securitas Pro Cup will feature players from both the Swiss Fed Cup and the Davis Cup teams. Swiss legends Martina Hingis and Patty Schnyder are scheduled to compete alongside world number 8 Belinda Bencic and Henri Laaksonen, the third-highest ranking Swiss player after Roger Federer and Stan Wawrinka.

The matches will be shown on Swiss public TV channels SRF, RTS, RSI or via livestream on swisstennis.ch.