uniqFEED, the Swiss advertising solutions and sports rights firm, has expanded its European footprint into Spain by opening a new Remote Operations Center (ROC) in Madrid.
Operations from Madrid – the Spanish capital – are already underway, with the company collaborating with international sports marketing agency Sportfive to deliver virtual advertising for Spanish soccer club Villarreal’s home matches in the top-flight LaLiga.
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Sportfive serves as Villarreal’s exclusive partner for virtual advertising, LED production and commercialization, with uniqFEED providing the virtual advertising technology and live operations.
The club uses uniqFEED’s technology to enable market-specific advertising across international broadcast markets.
The live deployment includes the virtualization of LED and second-row LED signage, goal-side carpets and advertising behind the goal, with up to 12 regional broadcast feeds delivered depending on the match.
Patrick Hastings, chief operating officer at uniqFEED, said: “Spain is one of the world’s most important football markets and has been at the forefront of virtual advertising for more than a decade.
“LaLiga has helped establish a mature market for the technology, so establishing a permanent presence in Madrid and operating within that environment is a significant step for uniqFEED.
“We are also delighted to be working with Sportfive, whose expertise in sports marketing and commercialization makes them a valuable partner. With Villarreal, we are adding another established European football property to a rapidly growing portfolio.”
uniqFEED’s new ROC is located in the same Madrid facility as LaLiga’s central broadcast production center and provides the company with a local base for live virtual advertising productions in the Spanish market, with a dedicated team of operators on-site.
The facility strengthens uniqFEED’s global infrastructure as part of a network of ROCs in London, Amsterdam, Sydney and Singapore.
The Madrid location will serve as the primary ROC for uniqFEED’s European Tier 1 soccer operations, with connectivity to South America further extending its international operational capabilities.
Peter Baumgartner, executive chairman at uniqFEED added: “Our growing presence in key sports markets reflects both the demand for our technology and our commitment to remain at the forefront of the industry.
“We have built a strong track record in delivering virtual advertising at scale, and we will continue to invest in the capabilities and presence needed to lead the virtual advertising market globally. Our focus is on sustainable growth, long-term client partnerships, and ensuring that uniqFEED continues to set the standard for virtual advertising in live sports.”
