The Royal Spanish Football Federation (RFEF) governing body has signed a collaboration agreement with TGI Sport, the sports infrastructure, technology, and media rights business part-owned by sports and entertainment investment firm Bruin Capital.
The partnership will allow the implementation of LED advertising system technology in stadiums during soccer matches organized by the RFEF, with TGI Sport providing virtual technology, broadcast integration, complete project management, and sale of the newly created commercial inventory.
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The virtual technology allows multiple different advertising messages to be displayed simultaneously on field-side LED screens, each of which is transmitted to a different geographical territory.
Bo Stenberg, chief revenue officer at TGI Sport, said: "This partnership demonstrates once again how our innovative technology can innovate the game, providing added commercial value to sponsors.
“We look forward to continuing to expand our relationship with the RFEF in the coming years, as we continue to strengthen our position at the forefront of innovation and income generation.”
Last month Seat, the Spanish car manufacturer, confirmed it will continue as the official sponsor of Spanish soccer's Copa del Rey and Copa de la Reina domestic cup competitions after renewing its partnership with the RFEF.
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By GlobalDataEarlier that month, RFEF announced a partnership with Stage Front, making the US ticketing firm the official global event and hospitality partner of Spanish soccer’s men's and women's national teams.
RFEF also provisionally awarded its Video Assistant Referee (VAR) services contract to Mediapro, ending a long-running dispute with the sports rights and production company.
The court battles primarily took place while Luis Rubiales was in charge as president of the Spanish soccer federation. He has since resigned and received a three-year ban from all soccer-related activities by world governing body FIFA in the wake of his behavior at the final of the Women’s World Cup in Australia in August.
