The heavyweight sports marketing agency Infront has unveiled a global partnership with Bruin Capital-backed TGI Sport to sell virtual advertising inventory for Italy's top-tier Serie A men's soccer.
Through a partnership unveiled yesterday, Infront and TGI Sport are now the sole agency partners authorised to sell Serie A virtual advertising rights (covering clubs in the league with Infront tie-ups in place), in Asia, the Americas, Europe, Africa, and the Middle East.
TGI Sport has a virtual advertising partnership in place with Serie A covering all 380 matches per season, through a deal struck last year through Interregional Sports Group, which TGI Sport owns.
Infront, meanwhile, handles the commercial affairs of numerous Serie A sides, excluding heavyweights such as Inter Milan, AC Milan, Juventus, and AS Roma.
The two parties have now said that this new collaboration will "deliver maximum commercial value for Serie A clubs and advertisers across one of the world’s most prestigious and passionately followed football leagues.
"This collaboration builds on several years of successful project-based cooperation between the two companies and marks a significant step forward in unlocking new commercial opportunities for rights holders and advertisers in Serie A."
In addition to its deals with a majority of the 20 Serie A sides, Infront also handles the league's media rights strategy across a range of Asian territories, in a deal running through 2026-27.
In terms of recent TGI Sport activity, meanwhile, early July saw a deal disclosed between the sports infrastructure, technology, and media rights business, and German top-tier soccer club RB Leipzig.
TGI Sport is now rolling out virtual perimeter advertising at the Leipzig club's Red Bull Arena home venue.
For fans in the stadium, and for German TV viewers, the perimeter advertising at Red Bull Arena remains unchanged. However, in the international broadcast feed, digital overlays now enable the content to be tailored to specific international markets.
Last July, meanwhile, TGI Sport acquired UK virtual advertising firm Supponor to strengthen its offering in this space.
