Supponor adds 3D Carpets to innovative advertising solutions in LaLiga
By Jonathan Rest at Sportel Monaco
Supponor, the UK-based sports media and technology company, is offering a potential new revenue stream to clubs in Spanish soccer's top-tier LaLiga through the launch of its Virtual 3D Carpet Replacement solution.
The technology, launched in partnership with LaLiga and Mediapro, the league's media rights partner, will allow brands to target audiences in international markets.
Supponor's existing DBRLive technology, which enables dedicated perimeter board advertising to be shown to television audiences in different countries, generating extra revenues for the home club, has been used in LaLiga for the past five seasons. It presently features in the away fixtures of Barcelona and Real Madrid and selected away games of the league’s third major power Atletico Madrid, with Barcelona and Real Madrid retaining control of perimeter board advertising at their home games.
The combined perimeter board and 3D carpets technology will deliver nine distinct regionalised feeds for every game, including for regions such as Middle East North Africa, South Africa, Latin America, Mexico and Europe.
For the the virtualised 3D Carpets specifically, the deployment of the technology will enable new LaLiga sponsor ManbetX, the international gaming company, to have a brand presence in international broadcasts of LaLiga matches, while the physical 3D carpets will be retained for the Spanish audience for Stihl, the international agricultural equipment company that is a domestic sponsor of the league.
The technology was tested in the recent Atletico-Barcelona clash (pictured), and will now be rolled-out on a wider scale this season.
Gregory Bolle, head of global partnerships at LaLiga, said: "LaLiga continues to innovate by seeking new ways to deliver valuable sponsorship solutions for our regional and global partners. Providing global audiences specific brand association in our top pick games allows us to offer moments of exclusivity to our premium partners in the audience regions that matter most to them."
Jay Gambrell, Supponor’s chief executive, added: "Our long established partnership in Spain with Mediapro has given Supponor the opportunity to work close with and help LaLiga grow its own innovation agenda. Supponor’s new virtual replacement solution for physical carpets is part of a new series of technologies we are rolling out first in Spain and then elsewhere, which leverages the power of our core augmented reality virtualisation technology.
"We look forward to helping more sponsors to have the opportunity to associate themselves with the sporting audiences that matter most to them."