from Sports Illustrared wire service,

The NHL is testing virtual advertising technology on dasherboards, Sports Business Daily reports.

Seventeen teams already use virtual advertising above the dasherboards in broadcasts, but the league is exploring options to expand the technology to create “dynamic dasherboards.”

The new digital billboard replacement, which is being tested by European company Supponor, would allow for broadcasters to sell dasherboard inventory even when a team is playing at an away venue.

The in-venue signage would also generate more revenue, though problems arise when deciding how to split it (the $$$).

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