In a breakthrough for live sports advertising, PTF Lab, the AI-powered sponsorship platform, and Lights Out Sports, founded by NFL legend Shawne Merriman, have completed the first commercial implementation of real-time virtual advertising in a live MMA event, introducing a new standard for monetization in combat sports.
During the most recent Lights Out Xtreme Fighting broadcast, sponsors were integrated into the live feed using PTF Lab’s advanced AI and computer vision technology in real-time across multiple camera types. This marked the first use of handheld and jib cameras for virtual sponsorship in a combat sports broadcast, confirming the system’s ability to deliver realistic, frame-accurate branding even in fast-paced, dynamic environments.
This milestone also introduced a per-minute sponsorship model, allowing brands to purchase inventory for specific rounds, fights, or moments instead of committing to a full event. The result is flexible inventory options, greater accessibility for small and mid-sized businesses, and new revenue opportunities for rights holders.
“We’ve just opened the door for a whole new way to monetize live sports,” said Shawne Merriman. “It’s not just for the big brands anymore. With PTF Lab, any company can buy into the moment, even if it’s just for one fight.”
PTF Lab’s system handled complex camera movements, lighting shifts, occlusions, and live feed switching, all without disrupting production. The result was a fully dynamic, broadcast-ready virtual advertising layer that felt completely integrated into the scene.
“This is a major technical leap,” said Isa Mutaliev, CEO of PTF Lab. “We proved that our platform can handle the most unpredictable environment in sports and do it live without compromising quality.”
With this launch, Lights Out Sports and PTF Lab are setting a new benchmark for sponsorship in fight promotions. The companies are already planning expanded use across upcoming events and other sports categories.
For partnership opportunities or demo requests, visit https://ptf-lab.com
About Shawne Merriman
Shawne Merriman, former NFL linebacker and founder of Lights Out Sports and Lights Out Xtreme Fighting, is widely recognized for his impact both on the field and in business. Through sports-tech ventures like PTF Lab, he continues to create new ways for brands to connect with sports fans around the world.
About PTF Lab
PTF Lab is an AI and computer vision company focused on virtual sponsorship integrations for live sports. Its technology enables real-time logo replacement during live broadcasts, offering scalable and flexible branding opportunities. The system supports multi-camera workflows, including handheld and jib, and is optimized for OTT and traditional broadcasting environments.