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3ICE Partners with Supponor for Software-based Virtual Advertising

Thu 12, 05 2022

Pittsburgh, PA – May 10, 2022 – 3ICE, North America’s premier three-on-three professional ice hockey league, has announced a long-term partnership with Supponor to leverage Supponor AIR® software-based virtual advertising for live broadcast games during its inaugural season – which starts on June 18 at the Orleans Arena in Las Vegas.

Supponor AIR® next generation virtual advertising technology and solutions can now be deployed in any sport, on any surface and from anywhere in the world. This transformative and flexible technology allows rights owners of any size around the world to develop powerful new commercial partnership models and broadcast experiences; by respectfully and authentically embedding virtualized messaging directly into the live event production.

Supponor AIR® operates in parallel to the main broadcast operation and requires no physical integration with the live production, or alterations to existing in-venue signage. Virtual system operations can be delivered downstream of production either on site, as is traditionally the case, or fully remotely from a centralized operating location, without the need for any specific resourcing on-site and with no limits on the number of modified output feeds produced.

“Supponor gives us more and richer advertising opportunities through its ability to offer enhanced and animated signage right within the live TV broadcast,” said 3ICE’s Founder and CEO, E.J. Johnston. “Their technology will also help us target our audience to maximize our messaging across our multiple platforms, making for a cooler looking broadcast for the fans at home.”

Supponor has now delivered over 1,500 live broadcast events, including in top tier European soccer and in elite ice hockey for the NHL, and demand for its technology solutions is growing fast. Through a focus on continuous innovation, Supponor has become the global market leader in the delivery of virtual replacement technology for TV-visible signage in real-time broadcast, and streaming, in-venue sports advertising.

“We are excited to be collaborating with 3ICE to bring the many advantages of software-based virtual advertising to this new and exciting league,” said James B. Gambrell, CEO, Supponor. “Leveraging Supponor AIR® will enable 3ICE to effectively enhance the value of its media and marketing rights, capture more commercial opportunities and attract more brand partners and sponsors to the league”.

3ICE was founded by E.J. Johnston, a former IMG, Fox Sports, and Getty Images executive as well as the son of former professional player, coach and general manager, Ed Johnston. The league is designed to give hockey fans the speed, skill, and excitement they have grown to love since the three-on-three overtime concept was introduced in 2015.

The league consists of six teams, which will travel to tour-stops and compete in a tournament where each game will consist of two, eight-minute halves using a running clock on a full-sized rink. Each team has seven players (including one goaltender) and competes in a nine-week season that will feature six games each night. The bracket-style single-elimination format will include three first round games, two semifinal matchups, followed by a title game.

2022 3ICE Schedule

Week 1: Sat., June 18 – Orleans Arena, Las Vegas, NV, USA

Week 2: Sat. June 25 – Magness Arena, Denver, CO, USA

Week 3: Sat., July 2 – Van Andel Arena, Grand Rapids, MI, USA

Week 4: Sat., July 9 – Giant Center, Hershey, PA, USA

Week 5: Sat., July 16 – Budweiser Gardens, London, ON, Canada

Week 6: Sat., July 23 – PPG Paints Arena, Pittsburgh, PA, USA

Week 7: Sat., July 30 – Centré Vidéotron, Québec City, QC, Canada

Week 8: Sat., August 6 – Bridgestone Arena, Nashville, TN, USA

Week 9: Sat., August 20 – The 3ICE Patrick Cup and Playoffs at Orleans Arena, Las Vegas, NV, USA

About Supponor

Supponor has been the clear market leader in the virtual advertising industry for the past decade, proven in live broadcast environments in over 1,500 top-tier sports events worldwide. Supponor AIR®, arguably the most disruptive technology platform in the sports industry launched in 2021, is a fully software-based technology platform that relies on leading-edge Artificial Intelligence (AI) and Machine Learning (ML) approaches to deliver authentic virtual placement or replacement advertising on any surface, in any sport, at any venue, and in any weather condition. Supponor AIR® has set the new industry standard in operational quality, reliability, and flexibility.

Supponor’s virtual advertising solutions have been trusted by rights holders in top-tier sports leagues across football (UEFA, La Liga, Bundesliga, Serie A, Ligue 1, and the A-League), hockey (NHL), basketball (NBA) and a host of other top sports. Supponor is headquartered in London and has its R&D base in Helsinki, with regional offices in Barcelona, Milan, Cologne, New York, Toronto, and Sydney, and is supported by leading VCs and institutional investors. For additional information: www.supponor.com

About 3ICE

3ICE is a new and totally independent three-on-three professional ice hockey league in North America, created by Founder & CEO E.J. Johnston.  Designed to give fans the speed, skill, and excitement they love 100% of the time, the on-ice action moves at an unprecedented pace, providing the ultimate hockey experience. For more information on 3ICE, please visit www.3ice.com

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