Spanish sports marketing and production company Mediapro has signed a long-term extension of its licensing agreement with virtual advertising technology and solutions brand Supponor.
The extension includes continued use of Supponor’s ‘DBRLive’ (digital billboard replacement) virtual LED perimeter replacement product and its ‘NSA’ (natural scene augmentation) virtual carpets product.
Mediapro will be able to access the latest versions of both DBRLive and NSA, with both upgraded to include ultra high-definition/4K technical standards.
DBRLive has been used by Mediapro in LaLiga football matches in Spain since 2015 and is now commercially deployed at over 80 LaLiga matches per season.
Matches covered include all Barcelona matches (home and away), Real Madrid (away), Atletico Madrid (home and away) and Espanyol (home).
The NSA virtual carpets product has been deloyed since 2017.
Julian Fernandez, commercial director of Mediapro Media, said the technology gives Mediapro the ability to sell bespoke, targeted advertising on international feeds of LaLiga games in an increasingly global marketplace.
He said: “It means we can tailor global sponsorship packages to take account of local tastes and language as well as sell regional and local advertising packages to new brands.”
The extension agreement with Mediapro follows a recent deal signed directly between Supponor and Barcelona and includes the provision for Mediapro to offer virtual services to other sports federations based in Spain.