LaLiga drives virtual innovation with new advertising replacement solution from Supponor

Supponor, the augmented reality technology company pioneering the commercialisation of real-time broadcast quality virtual advertising replacement for Tier 1 sports, has introduced a new Virtual 3D Carpet Replacement solution in partnership with LaLiga.

With global interest in LaLiga growing rapidly, demand for innovative sponsorship solutions to allow leading brands to engage with relevant local audiences has outpaced the industry’s ability to provide traditional sponsorship assets to satisfy the growing hunger for brand association.

Supponor’s virtual replacement technology has been commercially deployed for the past four years in LaLiga. Supponor’s long time Spanish partner Mediapro has provided the commercial deployment and commercialisation which enables audience-specific perimeter advertising to be delivered from every FC Barcelona and Real Madrid away match. Now delivering nine distinct regionalised feeds for every game, including for regions such as Middle East North Africa, South Africa, Latin America, Mexico and Europe.

Now, Supponor’s technology is deploying virtualized 3D Carpets (in addition to perimeter boards) to enable ManbetX, a new LaLiga sponsor, to target audiences in some international markets, while retaining the physical 3D carpets for the existing domestic audience which is supported by Stihl, as LaLiga’s domestic sponsorship sponsor. International audiences will see ManbetX in the same position instead of Stihl during each game.

Supponor’s Virtual 3D Carpet Replacement Solution in use at the recent Atletico Madrid vs. FC Barcelona match in LaLiga, 14 October 2017 (in-venue vs. international broadcast feed).

“LaLiga continues to innovate by seeking new ways to deliver valuable sponsorship solutions for our regional and global partners” commented Gregory Bolle, LaLiga’s Head of Global Partnership. “Providing global audience specific brand association in our top pick games allows us to offer moments of exclusivity to our premium partners in the audience regions that matter most to them, and ManbetX is no exception. Our growing partnership with Supponor is all about this kind of innovation and we look forward to working with the Supponor team and our shared long-time partner, Mediapro to grow our innovation portfolio in years to come.”

“This first-of-its-kind technology has allowed ManbetX to command a prized partnership position in LaLiga for the audiences that drive our business, with key messaging which is relevant to our core audiences, utilising the power and prestige of LaLiga as the delivery vehicle,” said Jon Collins from ManbetX. “There is only one LaLiga, and it is all about the passion and skill of the best football on the planet which make it a perfect fit for ManbetX. We look forward to growing together at this exciting time.”

Jay Gambrell, Supponor’s CEO, said, “Our long established partnership in Spain with Mediapro has given Supponor the opportunity to work close with and help LaLiga grow its own innovation agenda. This is a testament to our collective DNA which is all about our working closely to offer more value to our partners, Supponor’s new virtual replacement solution for physical carpets – is part of a new series of technologies we are rolling out first in Spain and then elsewhere, which leverages the power of our core augmented reality virtualization technology. Only Supponor’s fully downstream and non-intrusive technology can create as many virtual replacement opportunities as there are markets for LaLiga. We look forward to helping more sponsors to have the opportunity to associate themselves with the sporting audiences that matter most to them.”

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