Supponor, TGI partner up in virtual LED ad venture

Sports media and technology company Supponor has partnered with digital solutions provider TGI to deliver a broadcast-ready virtual LED advertising service for sports events.

Supponor’s virtual replacement technology solutions have been used by properties such as football’s Italian Serie A and Spanish LaLiga, and the NHL ice hockey league. Supponor’s services allow partners to deliver more engaging and relevant messaging to fans via augmented reality.

TGI holds partnerships with a host of clubs, rights agencies and competitions around the world Its clients include LaLiga team Barcelona, Serie A side Juventus, the Mediapro agency and Uefa, the governing body of European football. The company’s software management platforms and fan engagement tools are also used across a range of sports.

By partnering with TGI, Supponor will scale the deployment of its technology solutions. Supponor’s virtual solutions combined with TGI’s LED technology will in turn increase the availability of broadcast-ready virtual LED replacement in top-tier sports.

Charlie Marshall, Supponor’s chief operating officer, said: “The market for virtual advertising replacement is becoming more active with a number of developing providers trying to convince the market with early stage solutions. For our clients, an operationally ready virtual LED solution must not restrict the use of any artwork, colour combination, play-out or any other quality compromises which could damage the authenticity or value of the broadcast.

“Sponsors, clubs, the leagues and the fans themselves, simply will not tolerate any technologies which struggle to deliver a consistent quality experience as they cannot survive in the demanding world of high quality broadcast standards.

“The only way for top tier sports rights owners and broadcasters to employ virtual overlay is to deliver a top-quality solution which, just like other broadcast technology, requires a combination of software and hardware technologies working together in tandem.

“Supponor’s use of high grade opto-electronics ensures that broadcast quality is maintained for the broadcasters while our signage partners, such as TGI, are rapidly reducing the technical and logistical barriers to in stadium adoption. Supponor will not migrate to so-called ‘non-intrusive’ technologies until they are market ready, as we will not compromise our position as the market leader and quality standard-bearer.”

TGI managing director Rusty Lawrence added: “TGI already has an unrivalled customer base in top-tier sports including football, rugby and cricket – but we have even bigger ambitions. 

“We’ve been evaluating virtual overlay technologies for quite some time and know that Supponor is the only company which has been able to deliver on the market hype – even in the most demanding, real world physical environments in live broadcasting.

“Our industry partners and clients are excited to take advantage of Supponor’s first mover advantage and TGI’s market presence to take our combined offering to market now rather than continuing to wait for the promise of alternative technologies which seem further away now than they were in the past.”

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