Tech can be used to tailor advertising to different regions and demographics
La Liga side RCD Espanyol de Barcelona are to deploy Supponor tech at all home league games.
Espanyol will be making use of the company’s DBRLive virtual replacement technology and NSA virtual carpet placement solution. These are used in conjunction with LED perimeter display specialist TGI to change what viewers in different regions can see on pitchside advertising.
The two technologies allow targeted virtual ads within the live feed of matches sent to broadcasters – specifically on the advertising boards surrounding the pitch and stadium. These commercials can be specifically geared to the region or demographic market that is watching, with different groups seeing different adverts on the broadcast they’re viewing.
This can help to grow revenues from international audiences, and allow for a more personalised experience for fans.
Mediapro – who act as the production partner for Supponor in La Liga – is operating the system, and it will be in place at all of Espanyol’s home league matches. This will include games involving clubs such as Barcelona, Real Madrid, and Atletico Madrid.
CEO of Supponor, James B Gambrell, explained: “Virtual advertising helps to make new advertising opportunities on the international broadcast feeds of the club’s live matches available.”
“For example, RCD Espanyol de Barcelona is cultivating a large Chinese fan base given the popularity of its striker Wu Lei, who joined the club in 2019. This has created the opportunity to develop new sponsorship opportunities and regional advertising revenues on the Asian feeds of RCD Espanyol de Barcelona’s matches using Supponor technology.”
Julian Fernandez, commercial director at Mediapro, added: “Virtual advertising solutions targeting different markets need to offer both technical reliability and seamless operational capability to unlock the significant commercial returns for clubs such as Espanyol.”
“We are delighted with the way that the Supponor and TGI solution has worked in La Liga and look forward to further expansion and increased monetization opportunities with LaLiga clubs and participating global brands.”