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SPORTS Tuesday 2 april 2019
New Davis Cup goes virtual to increase sponsorship revenue

By TALES AZZONI The technology allows for
AP Sports Writer customized images to be
MADRID (AP) — The chang- superimposed anywhere
es in the Davis Cup go be- on the field without be-
yond its revamped format. ing affected by camera
In addition to a new play- movement or the position
ing formula that will bring of players. It is used espe-
nations together for a cially on sideline boards
weeklong tournament in and the “3D” carpets near
a single venue, the Davis the goals in soccer match-
Cup is also implementing es. Similar technologies
a new sponsorship strategy have been used in broad-
that will make tennis’ top casts of auto racing, golf
team competition look dif- tournaments and Ameri-
ferent to television viewers can football games, show-
— all depending on where ing speeds, distances and
they are watching it. first-down markers to add
The group behind the new to the viewers’ experience.
Davis Cup — led by Bar- Kosmos’ goal is to have
celona defender Gerard at least three separate re-
Pique — is planning to use gions with specific feeds in
virtual replacement adver- this inaugural season, ex-
tising during broadcasts panding it to more territo-
at the inaugural “World In this May 11, 2009 file photo, Russia’s Elena Dementieva returns the ball to Lourdes Dominguez ries and new sponsors in the
Cup” of tennis in Madrid from Spain during Madrid Open Tennis Tournament at the Caja Magica (Magic Box) in Madrid, coming years.
from Nov. 18-24, meaning Spain. “At the end of the day, you
sponsors’ logos and ban- Associated Press can multiply by three or
ners will be superimposed sign deals with multiple technology.” a sponsor and partner of four the income that you
digitally on the courts. A companies. Even global companies the revamped Davis Cup. are generating because
viewer in the United States “One of the things that could take advantage of The league says it was one the expense is not huge,”
will see something different happens in terms of spon- the new model, as they of the first competitions to Alonso said.
than one in Asia or one in sorship is that it is pretty dif- can promote specific prod- implement the virtual spon- The plan to use the new
Europe, or those watching ficult to find one of those ucts in different markets. A sorship strategy some five technology was already
matches in person at Ma- global brands that has in- car company could adver- years ago, and currently it in the long-term plans for
drid’s “Magic Box” tennis terest all over the world,” tise one vehicle in Europe distributes specific feeds to Kosmos, the investment
complex. Kosmos Tennis CEO Javier and another in Asia, and a nine different regions. group founded by Pique,
The strategy adds flexibility Alonso told The Associated beer company could pro- “It’s a format that is much but it was fast-tracked after
to sponsors and will allow Press. “With the modern mote one product in South more attractive to spon- longtime Davis Cup spon-
organizers to sell differ- technologies that are avail- America and another in sors,” said Oscar Mayo, the sor BNP Paribas decided
ent sponsorship packages able right now on the mar- Oceania. Spanish league’s director last month not to continue
worldwide, widening rev- ket ... we are targeting to The technology, called for international develop- investing in the competi-
enue possibilities. Instead have three or four different “DBR,” or digital board re- ment. “It’s a model fully de- tion. The bank said it would
of having one presenting feeds and in each feed we placement, is already be- veloped and we will share end its 17-year title sponsor-
sponsor for the whole tour- will have a different spon- ing used successfully by our know-how and provide ship “as the competition’s
nament, organizers can sor with virtual replacement the Spanish soccer league, support.” format evolves.” q
Wayne Rooney helps DC

United beat Orlando City

By The Associated Press left corner a bent a side- on a pair of penalty kicks
ORLANDO, Fla. (AP) — netter past goalkeeper to help Los Angeles beat
Wayne Rooney scored Brian Rowe, just inside the Portland. Ibrahimovic
and assisted on a goal by far post. The 33-year-old capped the scoring in the
Steven Birnbaum and D.C. Rooney has four goals (tied 65th minute in his return
United beat Orlando City for second in MLS) and from an Achilles injury in the
2-1 on Sunday night to snap three assists (tied for first) opener March 2. Midfield-
an 11-game road winless this season. er Romain Alessandrini also
streak. Dwyer scored on a header came back from a ham-
Birnbaum headed home a in the 63rd minute for Orlan- string injury sustained in the Los Angeles Galaxy forward Zlatan Ibrahimovic (9) scores on
a penalty kick past Portland Timbers goalkeeper Jeff Attinella,
cross from Rooney on a set do City (1-2-2). opener. The 37-year-old in orange, during the first half of an MLS soccer match Sunday,
piece, following an Orlan- It was the first goal allowed Ibrahimovic told reporters March 31, 2019, in Carson, Calif.
do City hand ball, to open by D.C. United this season Friday, when asked about Associated Press
the scoring in the sixth min- and snapped goalkeeper his ability to return from set- ute before giving the Gal- man into an empty net
ute. Bill Hamid’s regular-season backs, that he needs, “20 axy (3-1-0) a 1-0 lead in the from the top of the 6-yard
Rooney put away a free shutout streak at 435 min- minutes, not more.” 33rd, converting from the box to make it 1-all just be-
kick in the 30th to give D.C. utes. Turns out, he wasn’t far off. spot after drawing a foul on fore halftime.
United (3-0-1) a 2-0 lead. GALAXY 2, TIMBERS 1 The Swedish forward Claude Dielna in the area. Portland (0-3-1) has con-
He drew a foul, conced- CARSON, Calif. (AP) — clanged a remarkable shot Jeremy Ebobisse side-foot- ceded 12 goals, while scor-
ed by Dom Dwyer, in the Zlatan Ibrahimovic scored off the post in the 16th min- ed a cross by David Guz- ing just five.q