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UFC taps 4D Sight for virtual advertising trial

(Photo by James Gilbert/Getty Images)

The Ultimate Fighting Championship (UFC) has announced a pilot programme with virtual advertising technology provider 4D Sight that will see branding digitally inserted into its broadcasts in Latin America.

The pilot will begin with coverage of the UFC 278 pay-per-view event on Saturday (August 20). The UFC will digitally insert the logo of cryptocurrency casino Stake.com, the championship's official betting partner in the Latin American region, onto the canvas of the Octagon fighting cage on UFC Fight Pass broadcasts.

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