The CW Network will introduce shoppable ads during a college football broadcast in November as part of a broader partnership with Shopsense AI, the companies said this week.
The ads will run during Atlanta College Conference (ACC) football games, starting with the November 2 match-up between Virginia Tech and Syracuse. The CW Network splits national telecast rights to ACC football games with other broadcasters.
During the game and commercial breaks, viewers will be able to scan a QR code powered by Shopsense AI that will connect them with game-day essentials and team merchandise, a spokesperson confirmed to The Desk.
“By bringing shoppable TV to the CW’s ACC college football broadcasts, we’re merging the excitement of live sports with cutting-edge technology that enhances fan experiences and creates dynamic, engaging brand opportunities,” Laura Lamattina, the Vice President and Creative Director of Branded Entertainment at the CW Network, said in a statement.
Shopsense AI launched earlier this year, and offers features like Commerce OS that includes a suite of TV-driven shoppability and consumer activation features. The tools come together in a way that allows brands to connect with consumers via their natural content publishing ecosystem, which further enhances their revenue opportunities.
“College football has some of the most passionate and engaged fans in all of sports, and we’re excited to harness that energy with our game-changing shoppable TV technology,” Glenn Fishback, the co-Founder and CEO of Shopsense AI, said on Thursday. “Teaming with The CW to integrate real-time shopping into ACC football broadcasts is the first step in our ambitious programming partnership, giving fans the chance to support their teams in a whole new way, whether it’s purchasing fan merchandise, gear featured during the game, or supplies to create a winning tailgating experience.”
Fishback said the partnership will “deepen fan engagement and create new revenue opportunities for brands while delivering a seamless, interactive experience that taps into the spirit of college sports.”
The inaugural partnership will kick off during ACC football games, and expand over time to include other CW Network programming, including live sports, scripted shows and unscripted reality-based series.
The CW Network is majority-owned and operated by Nexstar Media Group. Paramount Global and the Warner Bros Discovery hold an equal minority share of the company.
