Footy fans have been left surprised after one supporter made an intriguing revelation about how NRL games are broadcast live on television.
Penrith booked their spot in the NRL preliminary-finals with a huge victory against Canterbury last Sunday at the Accor Stadium, with Paul Alamoti bagging a hat-trick of tries to lead the Panthers to a 46-26 victory.
But one footy fan, who was sat in the stands at the 83,500-capacity stadium, was left shocked upon realising that broadcasters superimpose sponsorship images onto the pitch for their television coverage, instead of painting logos and advertisements onto the grass.
Instagram user @brooke.alison.laven published a clip from the match of her and a friend being perplexed by the move.
The content creator, who hails from the USA, zoomed her camera in on the big screen at the Accor Stadium, noting that she could not see the advertisements painted on the pitch.
She then turned her phone around to capture an image of the pitch, realising that the brandings for Telstra and Westpac were not actually printed on the footy field.
Footy fans have realised that broadcasters superimpose sponsorship images onto the pitch for their television coverage, instead of painting logos and advertisements onto the grass
The Instagram user zoomed in on the big screen inside the Accor Stadium during Penrith’s victory against the Canterbury Bulldogs last week, realising that adverts for Telstra and Westpac were showing up, but they were not seen on the footy field
‘We’re new here,’ she captioned the clip with a laughing face emoji. ‘Also, up the brahs,’ she added.
She overlayed the image with the caption: ‘The moment you realisethe ads aren’t actually on the field.’
With sport being such a global enterprise, broadcasters are utilising virtual replacement technology to display advertisements that can be tailored and targeted to a specific audience in a specific region.
This is a common move used in the Premier League, with production managers using virtual replacement technology to overlay different advertisements on the pitch or around the stadium, depending on the geolocation.
However, many Aussies were grateful for Brooke for sharing the clip, having not realised the intelligent piece of digital trickery was at play.
‘I love that you’ve just educated so many Aussies to this … cos I’m another one who always thought they were painted on,’ one Instagram user said.
‘What?! For the last 20 years I thought they were painted on,’ one wrote.
Another added: ‘They used to be! But last few years they have just been edited in on tv.’
With sport being such a global enterprise, broadcasters are utilising virtual replacement technology to display advertisements that can be tailored and targeted to a specific audience in a specific region
The Bulldogs suffered a 46-26 defeat by Penrith during their semi-final against Penrith on Sunday
Others felt that the lack of advertising on the grass was a good thing.
‘The field looks so much nicer without all the advertising,’ one user wrote. ‘The paint they used to use (way back) would sting your skin and destroy uniforms (stain) and if it rained it wouldn’t be very effective. Did you enjoy the match?’
‘Omg I had this realisation like last year I feel like for sure they painted the lawn? I feel like a little whimsy was stolen from me when I found out the cold hard truth,’ one added.
But this is not a new addition to the NRL.
The broadcasting practice has been taking place for several years, with fans having picked up on the digital switch-up during the 2024 NRL Grand Final.
Part of the reason behind the innovative move dates back to a State of Origin match in 2010. Relentless rain ahead of the game meant that grounds staff were unable to paint advertisements onto the footy pitch.
‘We literally couldn’t get the paint on the ground,’ former NRL general manager of commercial and marketing Paul Kind said at the time.
‘Harvey Norman were paying a significant fee to have it delivered to a three million-plus audience nationally, but it was pouring.
‘We were meant to have eight signs for that match. We only delivered one – which wasn’t of a very good quality.’
The league decided to then take action and would go on to first use digital advertising in 2013 during a game between Manly and Canterbury.
‘What virtual signage is giving us is guaranteed clarity on every logo, regardless of weather and stadium wear and tear,’ Kind said.
‘When you’re selling sponsorships, that’s very important.’
