22.05.2025 15:46:10

TGI Sport and Lega Serie A Revolutionize Football Broadcasting with Groundbreaking Virtual Media Technology

TGI Sport, the global leader in sports virtual technology and commercial rights, has joined forces with Lega Serie A Productions and the Lega Serie A Commercial & Marketing team to unveil a series of groundbreaking innovations at the 2025 Coppa Italia Final. This landmark event, featuring a thrilling match between AC Milan and Bologna FC, was broadcast live on 14 May to over 7 million viewers in Italy and broadcast to 180 countries worldwide via 50 international broadcasters.

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Next-Generation Virtual Advertising Debuts

For the first time in football history, TGI Sport’s next-generation AIR Virtual Media technology was introduced, delivering comprehensive, multi-camera virtual advertising coverage across the entire live broadcast. This technology revolutionized football broadcasting by enabling the dynamic insertion of digital advertising assets, such as virtual LED boards, goal mats, and center circle graphics, tailored for specific territories and audiences.

Enhanced Media Visibility Across All Angles

TGI Sport has been instrumental in powering Serie A’s virtual media strategy for over a decade. Previously, virtual media during matches was limited to the primary wide-angle match feed. However, the Coppa Italia Final marked a paradigm shift, as TGI Sport used its newly developed PMG version of AIR to virtualize not only the main feed but also critical replay and additional camera angles, ensuring complete brand visibility throughout the broadcast. This transformation was widely praised by both stakeholders and audiences for offering consistent brand presence across all viewing angles.

Hybrid Advertising Model for Maximum Impact

In an industry-first, TGI Sport collaborated with Serie A and Mediaset, Italy’s domestic broadcaster, to pilot a synchronized hybrid advertising model. Domestic viewers on Mediaset saw an ‘L-shaped’ advertisement on screen simultaneously with the virtual LED boards, reinforcing brand recognition. This innovative approach marks a significant advancement in ad recall, creating a seamless experience that enhances the impact of advertising during live sports broadcasts.

Strategic Growth and Future Innovation

Lega Serie A CEO Luigi De Siervo emphasized the importance of innovation in maintaining high-quality standards, saying, “What we achieved with TGI Sport during the Coppa Italia Frecciarossa final is an absolute novelty in football in terms of virtual advertising. These solutions will help us maximize commercial spaces during matches, create new customized opportunities, and increase revenues for clubs and partners.”

Martin Jolly, Global CEO of TGI Sport, highlighted the company’s goals of driving revenue for rights holders, increasing ROI for advertisers, and enhancing fan engagement. “Over the last decade, our partnership with Serie A has proven the value of our approach. Moving forward, we aim to transform the model, taking these principles to new heights. The Coppa Italia Final was a significant step toward that goal.”

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