Supponor And GRUP MEDIAPRO Renew 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 Supponor and GRUP MEDIAPRO; underlining Supponor's most enduring commercial relationship and recognising GRUP MEDIAPRO as a true innovator and 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. This platform has been broadly adopted by leading sports rights holders worldwide. 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 La Liga matches, including FC Barcelona home matches, each season with up to twelve 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 ten concurrent games. The virtually modified feeds are distributed to international broadcasters from the same Imagina MCR. Supponor AIR® is fully software-based and driven by cutting-edge technological innovations such as Computer Vision, Artificial Intelligence (AI) and Machine Learning (ML). Its fully remote nature 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 full 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."

Supponor and GRUP MEDIAPRO's 10-year-long strategic partnership has delivered the successful rollout of commercially valuable virtual advertising technologies, which are crucial in driving innovation for LaLiga and its brand partners.

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