FC Barcelona and Supponor extend partnership including first ever use of virtual technology in women’s football

Spain’s La Liga F El Clásico has marked the first-ever use of virtual technology in a women’s football match. The groundbreaking initiative included the activation of virtual technology on both the first and second LED rows combined (one animation only split between the two rows, so-called domination) and cam carpets. This was the first time this application has been used in Spanish football.

This iconic match, which was played at the Lluís Companys Olympic Stadium on 19 November, was originally going to be played at Estadi Johan Cruyff, but the tickets sold out so fast for the smaller-capacity stadium that the match was relocated to the same stadium that the FC Barcelona men’s team is using until November 2024, which has a capacity of almost 56,000. The occasion also marked the first time FC Barcelona Women’s team played at the Estadi Olímpic Lluís Companys. This historic milestone is part of Supponor and FC Barcelona’s commitment to increasing the visibility and exposure of women’s sports.

The Women’s El Clásico is one part of the partnership extension between Supponor and FC Barcelona. The club also has plans to enhance virtual technology into more club properties, as well as develop new opportunities for the club and its advertising partners. Both companies are working together on additional opportunities for the future use of virtual advertising, including areas such as the centre circles, second row and the areas behind the goals.

Sergi Ricart, chief marketing and commercial officer, FC Barcelona, said: “Supponor continues to be a key partner for FC Barcelona. Its pioneering technology, the collaborative approach of the team and the company’s proven success in the industry have led us to build and develop a trusted partnership over the years, enabling us to offer more creative and targeted advertising opportunities.”

Massimo Magrì, EMEA managing director, Supponor, said: “We are proud to continue our longstanding partnership with FC Barcelona. Supponor is dedicated to pushing the boundaries of innovation, and FC Barcelona embraces the opportunities that this brings. We are particularly excited to bring virtual advertising into women’s football, which will play a key role in the ongoing commercial development of the women’s game.”