Espanyol deploys Supponor targeted advert tech for live feeds

LaLiga club RCD Espanyol de Barcelona is deploying technology from Supponor at all its home games enabling it to put targeted advertising within live broadcast feeds.

The move is part of wider efforts to increase the Spanish league’s global audience.

Espanyol’s games at the RCDE Stadium will now feature the use of Supponor’s DBRLive virtual replacement technology and NSA virtual carpet placement solution, which is offered in partnership with LED perimeter display specialist, TGI.

The two Supponor technologies allow the placement of targeted adverts within the live feed that can be specifically geared towards geographic or demographic market segments. This is a particularly important consideration for LaLiga clubs as they grow international audiences, providing an additional revenue stream with advertising and sponsorship deals targeted to fans wherever they are watching in the world.

The solution is being operated by Mediapro, which acts as the production partner for Supponor technical solutions in LaLiga. Over the last six seasons, the deployment of Supponor’s virtual advertising solutions by Mediapro in LaLiga has grown from a handful of games to over 80 per season. It now features in matches played by FC Barcelona, Atletico Madrid, Real Madrid, and RCD Espanyol de Barcelona.

“Virtual advertising helps to grow club revenues by making available new advertising opportunities on the international broadcast feeds of the club’s live matches,” said James B Gambrell, CEO, Supponor. “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.”

Commented Julian Fernandez, commercial director, Mediapro: “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 LaLiga and look forward to further expansion and increased monetisation opportunities with LaLiga clubs and participating global brands.”