Premium virtual advertising company Supponor has signed a long-term deal with LaLiga club FC Barcelona to provide digital overlay technology for the club’s perimeter advertising inventory.
The company, which aims to become part of the fabric of sports media in the digital age, will install its technology in the Camp Nou stadium, allowing for regionalised inventory in the live international broadcast feeds.
The move follows five years of commercial deployment with LaLiga in the production of key away matches involving the leading clubs, including Barcelona. The new deal will enable virtual advertising at Barça’s home matches.
James Gambrell, Supponor chief executive, said: “After intensely researching and developing our technology for the past 15 years it is now proven and commercially deployed with many leading clubs, leagues and federations.
“As one of the most influential clubs in world football, we are delighted to be part of FC Barcelona’s rapidly growing international reach as Barca continues to consolidate its brand positioning in key international markets. It is set to achieve its historic goal of exceeding €1bn ($1.1bn) in annual revenues at the same time as joining our growing roster of clients.”
Supponor has evolved the digital overlay technology for perimeter boards from proof of concept to full-blown commercial deployment in three major European football markets – Spain, Germany and Italy. It has also gained traction with US sports – the NFL, NBA and the NHL.