Supponor and Grup Mediapro extend long-standing partnership

Supponor and Grup Mediapro have announced the long-term renewal of their long-standing partnership.

This agreement further cements the decade-long partnership between the two companies; underlining Supponor’s most enduring commercial relationship and recognising Grup Mediapro as a pioneer in the adoption of virtual advertising technologies in top-tier football.

Under this partnership, Supponor and Grup Mediapro have completed the transition to Supponor’s Air technology. The software-only, AI-based solution allows Grup Mediapro to cost-effectively scale the deployment of virtual advertising for both virtual LED replacement and virtual cam carpets in 358 LaLiga matches each season, with up to 12 virtually enabled feeds distributed globally.

Supponor Air is deployed fully remotely from Grup Mediapro’s new virtual master control room (MCR) at Imagina in Barcelona during all LaLiga games, supporting virtual operations in up to 10 concurrent games. The virtually modified feeds are distributed to international broadcasters from the same Imagina MCR. The fully remote nature of Air means it eliminates the need for any on-site operations at the venue – making for more advanced, scalable and commercially valuable production which has a lower carbon footprint than traditional on-site production methods.

“Grup Mediapro is our longest serving client and strategic partner at the same time, so we are extremely pleased to commit for a second decade of mutually successful partnership together,” said Massimo Magrì, EMEA managing director, and global head of football at Supponor. “Together with Grup Mediapro, we will be expanding our collaboration to multiple sports properties in Spain and beyond. We will fully exploit the potential of the Imagina MCR for other business opportunities operated by Grup Mediapro, as a hub to deploy Supponor Air during other sporting events globally. By transitioning to Supponor Air, Grup Mediapro and Supponor can actively engage with other Grup Mediapro properties in football and beyond, in other locations to enhance Grup Mediapro’s current and future marketing rights and production business.”

“Our long history in championing innovation and track record of proven commercial success ensured we were very keen to renew our valuable partnership,” said Julian Fernandez, chief commercial officer, Grup Mediapro. “Grup Mediapro has the longest track-record in the commercial exploitation of sports marketing rights through virtual advertising technologies and considers Supponor Air currently the best turnkey solution considering quality, performance, commercial value, scalability and sustainability. Supponor is the market leader in virtual advertising, while we lead the sports and entertainment TV production and marketing sector, so this partnership perfectly leverages the synergies between the two companies. We have proved that. We look forward to both parties building on that legacy for many years to come.”