Supponor allies with TGI to offer more virtual advertising options
By Jonathan Rest
Supponor, the sports media and technology company,
By combining expertise, the two companies claim they will be able to deliver a broadcast-ready Virtual LED advertising solution for major sports events.
TGI, which has worked with Uefa, European soccer's governing body, as well as the likes of Barcelona, Manchester United, Manchester City, Liverpool and Juventus, joins ADI, which has been at the forefront of the UK stadium LED market for the past 25 years, and teamed up with Supponor in October 2015.
Supponor's technology enables dedicated billboard advertising to be shown to television audiences in different countries, generating extra revenues for the home team, but it has traditionally only worked on static advertising boards and not on LED boards, which held up its deployment in the top soccer leagues in England and Germany.
In December, Leeds United, of England's second-tier Championship, became the first UK soccer club to commercially deploy virtual advertising boards, showcasing a set of Virtual Hybrid perimeter LED displays developed by Supponor and ADI. A trial had taken place at Premier League club Watford in the 2016-17 season.
Now Supponor hopes that by integrating its virtual solutions with TGI’s LED technology, it will "significantly increase the availability of proven, broadcast-ready virtual LED replacement in top-tier sports around the world."
TGI’s worldwide commercial operations and its global technical resources will help Supponor scale the deployment of its technology solutions.
James Gambrell, chief executive of Supponor, said: "The addition of TGI to Supponor’s LED partner programme is an important milestone providing the sports market with more choice and availability of the highest quality LED systems, including Uefa approved systems, integrated with Supponor’s tech.
"TGI now joins our founding partner ADI in offering the industry leading perimeter TV-visible LED signage for a superior in-stadium experience, along with visually authentic virtual overlays targeted at different audience segments.”
Supponor's static in-stadium signage solutions have been in use in Spain's LaLiga since 2013, and Gambrell said the market has come "a long way in both perception and reality."
Rusty Lawrence, TGI’s managing director, said: "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."