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Firms take advantage of Goal-Line Technology debate.

Wed 30th Jun 2010 | IT & Technology

Specsavers launched an advertising campaign playing on the calls for goal-line technology in football following England’s 4-1 World Cup defeat.

The high street optician chain has launched a press ad with the strapline: “Goal-line technology… from £25.” with the image of a pair of glasses.

The ad builds on the chain’s “Should’ve Gone To Specsavers” message and plays on the ongoing debate about the introduction of technology similar to the Hawk Eye system employed by Wimbledon to aid umpire and referee decision-making.

The 2010 World Cup in South Africa has been blighted by criticism of judgement calls by referees including the dismissal of Frank Lampard’s goal for England against Germany despite the ball crossing the line, and Argentina’s goal against Mexico being allowed despite scorer Carlos Tevez being offside.

As the debate rages, Paul Hawkins, managing director of Hawk-Eye Innovations, also said yesterday his company would install goal-line technology in every Premier League ground free of charge as long as it could sell sponsorship around it.

 “We would install it free of charge in every Premier League ground if we could have the rights to sell the sponsorship,” Hawkins told Press Association Sport.

“That just highlights that it is commercially viable and that the cost would not be an issue. For example in tennis Rolex pays to the All England Club a lot more than the All England Club pay to us.

“It's 100 per cent accurate. Hawk-Eye has been independently tested by the Premier League and the International FA Board, and shown to work in all instances tested.”

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