PTF Lab, a US-based AI and computer vision company, has teamed up with Lights Out Sports, founded by former NFL linebacker Shawne Merriman, to deliver the first documented real-time virtual advertising during a live MMA event. This deployment signals a significant evolution in broadcast sponsorship technology, particularly in fast-paced combat sports.
During the latest Lights Out Xtreme Fighting broadcast, PTF Lab’s proprietary platform overlaid virtual sponsor branding directly onto the live feed. The system worked seamlessly across multiple camera types, including handheld and jib setups—a technical feat in a sport notorious for rapid movement and unpredictable angles.
“The ability to maintain realistic visuals despite rapid motion and dynamic camera angles is a breakthrough,” said Shawne Merriman. “This could redefine how live sports events are monetized.”
A New Sponsorship Model
The broadcast also introduced a per-minute sponsorship approach, enabling brands to reserve ad visibility for specific fights, rounds, or time segments. This modular structure provides greater commercial flexibility for event organizers and advertisers, allowing campaigns to be tailored to moments of peak viewer engagement.
“Our goal was to prove that high-quality virtual branding is achievable even in the most unpredictable live environments,” said Isa Mutaliev, CEO of PTF Lab. “This event validated that capability like never before.”
Expanding Beyond MMA
Following this milestone, PTF Lab and Lights Out Sports plan to roll out the technology to other sports and live events, potentially opening new revenue streams for broadcasters and sponsors alike. As virtual advertising becomes more sophisticated, this collaboration demonstrates how AI-driven solutions can deliver measurable, dynamic ad experiences even in high-octane settings.
