uniqFEED will build a new remote operations center (ROC) to provide virtual advertising for live sports directly from its headquarters in Zurich.

The ROC will be commissioned and operationally ready in the third quarter of 2024, in collaboration with Eurovision Services.

uniqFEED said the new center will enable it to offer “increased resilience and value to diverse clients with varying needs.”

The ROC will be capable of supporting up to six simultaneous sports events, offering virtual advertising services in HD, UHD, SDR, and HDR production formats.

Roger Hall, uniqFEED chief executive, said: “We see this as a crucial step towards expanding the market for virtual advertising services and in the growth story of uniqFEED.

“As the market grows, we see it as essential that we can provide virtual advertising at scale and in a cost-effective way for our growing client portfolio. Our new ROC in Zurich plus our partnership with Eurovision Services will be a key component in delivering that.”

Fabien Robineau, chief commercial officer at Eurovision Services, added: “Our goal is to enable our clients to maximize the use of their content. Working with uniqFEED gives federations and leagues the ability to enhance and localize their content.

“uniqFEED is directly connected to our Geneva operation (and by extension makes the services available to our global customer base via our network) which makes using virtual graphics smoother for our clients.”

uniqFEED has developed virtual advertising solutions across multiple sports including tennis, baseball, and soccer, counting multiple grand slam tournaments, federations, and tournaments amongst its client base.

In the 2024-25 season, uniqFEED will enter the soccer market and has already secured a major contract in Europe.

Last year, the Switzerland-based company developed a dedicated virtual advertising solution for the soccer market.

uniqFEED is competing across that sport with established virtual advertising players such as UK-based Supponor and fellow Swiss company AIM Sport.

TGI Sport, the sports infrastructure, technology, and media rights business part-backed by Bruin Capital, recently struck a deal to acquire Supponor to enhance its position in the virtual advertising market.