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Overlay technology is experiencing a surge in popularity within the sports marketing sector. It involves dynamically adapting advertisements displayed on billboards or banners during a sporting event broadcast on television or the internet, depending on the viewing location. Specific digital ads are thus superimposed on those physically present in the stadium, according to the geographical broadcast area and the chosen media. This personalization can include translating advertisements to adapt them to the local language, or even featuring ads from other advertisers. These advancements in overlay technology are expected to positively impact sports sponsorship revenues, particularly for international events. They could also lead to adjustments in sponsorship agreements, as a sponsor would no longer be guaranteed to have its advertisement displayed in all relevant countries.

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