Six Nations, the annual European rugby union tournament, has recently announced a new partnership with UK-based digital image tech start-up, SmartFrame Technologies. This partnership will see SmartFrame become the official photography and image-streaming distribution partner for the Six Nations national teams tournaments.

The collaboration aims to introduce a new media model for Six Nations’ sponsors and commercial partners through SmartFrame’s innovative in-image advertising solution. This will include interactive features such as full-screen viewing and SmartFrame’s Hyper Zoom technology, enhancing the overall user experience for viewers.

One of the key benefits of this partnership is the improved relevance of ads within content related to the Six Nations competitions. SmartFrame’s in-image advertising partners will have the opportunity to connect with the Six Nations brand and target its audience through tailored advertising for specific images, websites, geolocations, and devices.

Furthermore, the partnership ensures that Six Nations retains the rights to images captured during its competitions and also profits from the revenues generated through advertising displayed within the images. This strategic move not only enhances the commercial aspect of the tournaments but also strengthens the brand’s control over its visual content.

SmartFrame’s cutting-edge model is set to revolutionize the way in which images are utilized for advertising and promotional purposes within the sports industry. By providing a platform that offers enhanced engagement and targeted advertising opportunities, the partnership with Six Nations is poised to bring about significant advancements in digital media integration for sports events.