Supponor AIR® Victorious at Sports Business Awards 2022

This award recognises technology in action in, or around, sport which has demonstrated positive outcomes on customer experience or commercial profitability. Cost effective and flexible, Supponor AIR® has made access to AI-based virtual advertising easy for sports clubs, leagues and federations. Supponor AIR® provides rights holders with a flexible and powerful marketing tool to enhance their commercial inventory, providing their sponsors and brand partners with value-enhancing targeted, and global, reach into local markets to increase commercial revenues. The Sports Business Awards judges said this was a brilliant disruptive technology that should shake up in-stadia rights delivery offering truly creative imaginative and targeted solutions.

Across Europe, North America, and Australia, Supponor AIR® has doubled its deployments to 2,500 live sports events this season. This tremendous growth underlines the position as a market leader and rapidly increasing demand for virtual advertising in the sports industry. Recent rights holders signed up to leverage Supponor AIR® for AI-based virtual advertising include the National Hockey League (NHL), which recently debuted Digitally Enhanced Dashboards (DED), and the European Handball Federation (EHF), alongside DAZN and Infront, to deliver virtual advertising at the Women’s EHF EURO 2022 tournament in Slovenia, North Macedonia and Montenegro this month.

The annual Sports Business Awards celebrates the very best in sports business. This year, the awards ceremony took place at the Kia Oval on the 18th of November.

James Gambrell, CEO, Supponor said:

“We are extremely proud that Supponor AIR® has been awarded the prestigious title of Sports Technology of the Year at the Sports Business Awards. This accolade really underlines the impact that our disruptive technology is having in creating more flexible, sustainable, and cost-effective sponsorship advertising in live sports broadcasting, while generating greater commercial opportunities for rights holders. It is a great honour to receive this award alongside so many other innovative sports technology companies, and in front of our industry friends and colleagues.”



EHF, Infront, DAZN and Supponor Team Up for World First Virtual Advertising at EHF events

The European Handball Federation (EHF), its exclusive media and marketing partners Infront and DAZN, and Supponor, the world’s market leader of virtual replacement technology (VRT) have joined forces for the delivery of virtual advertising at the Women’s EHF EURO 2022 tournament in Slovenia, North Macedonia and Montenegro this month.

The partnership, which sees virtual advertising used on the LED perimeter boards on the long-side of the court, is a milestone moment for the sports industry. It marks the first virtual advertising deployment in handball and also the first ever Supponor VRT adoption during a women’s event.

The implementation of this technology has allowed Coolbet, an EHF EURO Official Partner, to target key handball audiences during select number of matches in the main round & final round.


“Coolbet has always been driven by technology”

“The virtual advertising solution offered by Infront and EHF maintains the quality we expect as a partner of the event, easily matching the detail of in-venue LED boards. It was vital for us to ensure we could target our key handball audience during various national team matches and we’re proud to be part of this evolution in sports marketing.”

Endre Nesset, CEO of Coolbet


“The EHF is very proud to be a pioneer in this space,”

“Adopting virtual LED replacement technology for the first time during a women’s sports event and in handball is a landmark moment. Our partnership with Infront and their supplier Supponor demonstrates the increasing commercial value of women’s sports. We are looking forward to continuing such collaborations with market leading partners in their respective fields to expand the commercial potential of our prestigious handball events.”

Martin Hausleitner, Secretary General of the European Handball Federation.


“This is not the first time Infront and Supponor have partnered, this latest project follows our successful collaboration during the IIHF Ice Hockey World Championship in May this year,”

“When the opportunity arose for us to deploy virtual advertising at the 2022 Women’s EHF EURO, not only was it logical to expand our partnership with Supponor but it also provided an opportunity to expand the commercial options available for sponsors and further enhance our approach to innovation within our partnership with EHF. We are excited to be able to accommodate our partner Coolbet whilst also exploring more options to add value for EHF.”

James Chubb, Head of Handball at Infront.


The plan is to continue to deploy virtual advertising technology for future EHF events, opening up more opportunities for a tailored approach for sponsors looking to target specific markets, with customized messaging.


At Supponor we’re incredibly proud to expand our collaboration with Infront as one of the world’s leading sports marketing agencies, and to add the prestigious EHF to our client portfolio”

“Adding handball as a new vertical is an amazing opportunity, alongside the inaugural deployment of VRT at a major women’s sport event. We are committed as a business to continuing providing our services to enhance women’s sports, handball, and indoor sports in general globally. Our innovative VRT platform, Supponor AIR®, has so far enabled us to scale significantly as a business in the past 24 months. Thanks to the strategic partnerships with world leading sports rights holders, and through the transition to purely software based VRT, often operated completely remotely.”

Massimo Magrì, Managing Director, Europe, Supponor.


Supponor Announces Multiyear Partnership with the NHL to deliver Digitally Enhanced Dasherboards

The DED system allows for the real-time digital replacement of camera-visible arena dasherboards within live local, national, and international NHL game broadcasts, ushering in the next wave of innovation to create new opportunities for the League, its Clubs and their media and corporate partners.

Supponor has partnered with the NHL, the premier North American professional hockey league, to develop the DED technology solution, powered by its next-generation Supponor AIR® technology platform, using remote, Artificial Intelligence (AI)-based keying technology to augment dasherboard advertising during live game broadcasts by placing dynamic graphics over the camera-visible fully branded arena dasherboards. DED graphics can be displayed during games in a market-specific way, wherever and however the game feed is broadcast, resulting in dynamic and targeted branding and promotional messaging that was not previously achievable.


“Digitally Enhanced Dasherboards will revolutionize the way properties and broadcasters interact with brands across the world, not only in the NHL, but in all sports”

“This has been a significant undertaking for the League, which has included years of developing, testing and readying the technology for League-wide implementation. We are thrilled to partner with Supponor to bring this game-changing technology to life this season and provide increased opportunity and value to our business partners.”

Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President


“Our long-term collaboration with the NHL has achieved a historic league-wide signage solution. With up to 15 concurrent games in one night and 40 game broadcasts per week during the NHL regular season, it is an ambitious large-scale deployment”

“Working closely with the NHL to develop, test and implement Digitally Enhanced Dasherboards has been the most complex implementation of Supponor’s AIR®, our AI enabled fully software-based virtual signage solution. Our multifaceted platform will support the NHL’s requirements and needs, end-to-end, and will set a new gold standard for other sports. We thank the NHL for their vision, commitment to innovation and collaboration, and we look forward to many more groundbreaking initiatives together shaping the future of sport advertising.”

James B. Gambrell, CEO of Supponor


Supponor’s DED solution for the NHL will allow for never-before-seen dynamic dasherboard branding and messaging featuring URLs, flighted marketing campaigns, co-branded official designations, social media integration, QR codes and more. Additionally, the DED display will be programmable into multiple formats from a single-advertiser full-dasherboard takeover to a split zone format with ten advertisers brands. Among other advantages, the DED system allows for the opportunity for Clubs to provide their corporate partners and advertisers with this valuable exposure in both their home and their away game broadcasts for the first time. Supponor will also manage the League’s Slot Virtual advertising beginning this season and has developed an NHL Content Management System for use by the League and its Clubs to create, approve, manage and report on their playlists for every game broadcast in their markets.

The National Hockey League (NHL®), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including ESPN, Turner Sports and NHL NetworkMC in the U.S.; Sportsnet and TVA Sports in Canada; Viaplay in the Nordic Region; and CCTV and Tencent in China; and reaches fans worldwide with games available to stream in every country. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.

 

The NHL is committed to building healthy and vibrant communities using the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s Hockey Is For Everyone™ initiative reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs over the next year.



Supponor to support VfL Wolfsburg in the field of Virtual Advertising

VfL Wolfsburg and Supponor, the world’s leading technology provider in virtual advertising, headquartered in London, have entered into a long-term strategic partnership focusing on the introduction and implementation of virtual advertising.

The objective of the new cooperation is to strengthen and expand the Green-and-Whites’ international sponsorship activities. Aided by the fully software-based Supponor AIR® technology, VfL will be able to virtually multiply the advertising capacity of both rows of LED boards at their Volkswagen Arena home, display specific advertisings for target markets and replace domestic displays with ones tailored to an international market.

By simultaneously dispensing the double TV production, CO2 emissions related to production, transport and logistics can be reduced. Thus, another important contribution can be made towards the ‘Race to Zero’ goal, which VfL has set itself.


“The partnership with Supponor is of particular importance to us, as it not only provides considerable support towards our international activities but underlines our innovation aspirations,”

Michael Meeske, VfL Wolfsburg Managing Director


“We are proud to have won VfL Wolfsburg, one of the pioneers in international marketing, as a strategic partner.”

“Together, we are taking the next step by deploying our fully software-based technology. Supponor AIR® creates new opportunities for the club and its partners to reach national and international fans in a more targeted way with considerably less effort. The result is more flexible, efficient marketing opportunities with a significantly reduced carbon footprint as our contribution with the Race to Zero.”

James B. Gambrell, CEO of Supponor.




Supponor AIR has over 2,500 live sports events for the 2022/2023 season

Supponor AIR® to be deployed in over 2,500 live sports events in season 2022-23

In the upcoming season 2022-23, Supponor – the market leader in the virtual advertising industry for the past decade – will double the deployment of its fully software-based technology Supponor AIR® compared to last season. Across Europe, North America, and Australia, Supponor AIR® will be deployed in over 2,500 live sports events. This tremendous growth underlines the position as a market leader and rapidly increasing demand for virtual advertising in the sports industry.

Having started with the German Supercup and the English Community Shield on July 30, Supponor already kicked off the Football season with two high-class events in Germany and the UK, followed by several UEFA Champions League qualifier games. Throughout the season, the innovative AI-based technology will be represented in a wide scale of markets globally, including Spain, Germany, Italy, France, US, Canada, and Australia. Across these markets, Supponor AIR® will be deployed at league matches for several elite leagues across the globe including Spain’s La Liga, the Bundesliga in Germany, Italy’s Serie A, Ligue 1 in France, and the A-League in Australia; as well as the UEFA club competitions in Europe.

In the German Bundesliga, Supponor kicked-off the 2022-23 season during the season opening match between reigning UEFA Europa League champions Eintracht Frankfurt and German national record-holding champions FC Bayern München on August 5th. This was followed by the top match between Borussia Dortmund and Bayer Leverkusen a day later. These two games marked the two first matches where Supponor AIR® was commercially deployed in a year which is expected to see the total live produced events by Supponor in Germany at least double compared to Bundesliga season 2021-22.


“We’re looking forward to the start of the 2022-23 season with great excitement. We are proud to support our partner clubs, leagues, and sports federations      by providing flexible, sustainable, and cost-effective virtual advertising solutions through our innovative Supponor AIR® technology. With Supponor AIR® we are enhancing the value of marketing rights significantly and offering new commercial opportunities to rights holders in live sports”

James B. Gambrell, CEO Supponor


Supponor AIR® makes virtual advertising easily accessible to sports clubs, leagues, or federations, due to remote production capabilities, significantly lower deployment costs, increased flexibility, multiple supported applications, and more sustainable practices.

Thus, Supponor is able to serve as a host of a wide variety of sports, including football, ice hockey, rugby, basketball, and many more.



Supponor Makes History by Delivering Virtual Advertising in Over 1,000 Commercial Games in a Season

Supponor, the world’s leading virtual advertising technology solution provider in sports, today announced it has achieved the milestone of delivering more than 1,000 games commercially this season – up six-fold from last season.

This unrivalled achievement has been possible due to Supponor’s successful launch of its next-generation software-based virtual advertising platform, Supponor AIR®. This ground-breaking solution makes virtual advertising accessible to any sports club, league, or federation, due to remote production capabilities, significantly lower deployment costs, increased flexibility, multiple supported applications and more sustainable practices. Building on the remarkable achievement of over 1,000 commercial games this season, Supponor is looking to make history again by more than doubling the number of games next season.

Supponor AIR® has been primarily developed for remote operation, while also having the flexibility to be operated on-site. Commercially and technically proven, Supponor AIR® provides rights holders with a flexible and powerful marketing tool to enhance their commercial inventory and provide their sponsors and brand partners with value-enhancing targeted and global reach into local markets, allowing them to continue positioning themselves at the forefront of technical innovation.

These advantages have seen a host of large-scale commercial successes, with the most recent seeing Supponor AIR® receive historic German league-wide approval from the Deutsche Fußball Liga (DFL), giving it a quality stamp as the first and currently the only fully software-based virtual advertising solution available to all Bundesliga clubs. This allowed SupponorSPORTFIVE, the global sports business agency, and Bundesliga team Borussia Dortmund, to undertake the first commercial deployment of Supponor AIR® in Germany during the Borussia Dortmund vs RB Leipzig match on April 2nd. Following this, Supponor AIR® was adopted by history-making Bundesliga champions FC Bayern Munich, who achieved a record-breaking tenth consecutive title in Germany this season, starting with their home game against FC Augsburg on April 9th.

Alongside Germany, Supponor is also commercially deploying Supponor AIR® in Lega Serie A in Italy, La Liga in Spain, Ligue 1 in France, the A-Leagues in Australia and for several top-tier European club competitions, among many more. Supponor is also serving a host of other sports with its innovative software-based virtual advertising, including ice hockey (3ICE) and several rugby partnerships.


“We are extremely proud to have launched Supponor AIR® as it is, arguably, the most disruptive technology solution in sports”

“We are proud that clubs and sports federations can see the clear benefits of Supponor AIR® in creating more flexible, sustainable, and cost-effective sponsorship advertising in live sports broadcasting; but also, to the value of their media and marketing rights, generating commercial opportunities and attracting brand partners and sponsors. Now from over 1,000 commercial games – we are on target to more than double that figure with Supponor AIR® next season.”

James B. Gambrell, CEO at Supponor



Supponor AIR® Becomes First Software-based Virtual Advertising Solution Commercially Deployed in Germany via Borussia Dortmund Partnership

Supponor, the world leading virtual advertising technology provider, SPORTFIVE, the global sports business agency, and Bundesliga team Borussia Dortmund, have confirmed the first commercial deployment of Supponor AIR® in the German territory.

This key milestone took place over the weekend, during the Borussia Dortmund vs RB Leipzig match. Supponor AIR® is now available also for the German market, as it is the only software-based virtual advertising solution which secured the league-wide approval, by the Deutsche Fußball Liga (DFL).

Supponor AIR® can be used in any weather conditions regardless of the kick off time, being it day or night. The innovative solution is natively developed to be operated remotely, in addition to traditional on-site. It requires no physical integration with the live broadcast production and virtual system operations no longer take place at the venue, and instead can be delivered from a remote location which could be anywhere in the regardless of the contribution and distribution format (e.g., satellite, fibre, IP) as it has the ability to be deployed at any stadium without any specific requirements on LED board technology, LED assets or camera systems.

SPORTFIVE and Supponor have been partners since 2017 in Germany having collaborated to launch the first use of virtual advertising in the German Bundesliga in partnership with Borussia Dortmund. The innovative nature of this partnership is again highlighted by Borussia Dortmund’s adoption of Supponor AIR® in Germany – the first club to use the technology in the country.


“With the new Supponor AIR® technology, we are taking Virtual Advertising to the next level. It makes the use of Virtual Advertising even easier and more attractive for rightsholders and sponsors. Together with our partners Borussia Dortmund and Supponor, we are very pleased to be the first to offer computer-based Virtual Advertising in the Bundesliga.”

Mario Lucan, Executive Director Product Management at SPORTFIVE Germany


“At Supponor we are extremely proud to have launched Supponor AIR®, arguably the most disruptive technology solution in the sports industry, on the German market together with our long-standing partner SPORTFIVE and top club Borussia Dortmund. Thanks to the league-wide approval by the DFL, Supponor AIR® is now available to all Bundesliga clubs in all conditions, including weather conditions and kick-off times. Because of its operational efficiencies and subsequent cost savings, Supponor AIR® is accessible to any club on the market.”

Massimo Magrì, Managing Director Europe at Supponor



Supponor AIR® - Officially League Wide Approved

Supponor AIR® Becomes the First Software-based Virtual Advertising Solution to Receive League-wide Approval in the German Bundesliga

London, 6 April 2021London, United Kingdom – Supponor, the world’s leading virtual advertising technology solution provider in sports, today announced it has received the German league-wide approval to supply software-based virtual advertising, via its cutting-edge Supponor AIR® solution, from the Deutsche Fußball Liga (DFL).

The agreement of the DFL is necessary, as DFL’s subsidiary Sportcast oversees the contribution and global distribution of all video signals of the Bundesliga and Bundesliga 2. Due to the interface of virtual advertising with the transmission signal for the live match, Sportcast assessed Supponor AIR® in respect of image quality, reliability and technical integration and also tested in a live production environment. The league-wide approval is the culmination of successful testing over the past few months at several Bundesliga club stadiums under all conditions Having secured this milestone in sports marketing, Supponor can operate within the German Bundesliga with its game-changing virtual advertising technology, Supponor AIR®. which is ready to serve all Bundesliga clubs, flexible and light virtual advertising.

All Bundesliga clubs will now be able to easily access virtual advertising, depending on their individual decision, due to Supponor AIR®’s significantly lower deployment costs. Supponor AIR® is approved for use in any weather conditions and any kick off time, being at day or night. Supponor AIR® is natively developed to be operated remotely, as well as on site if required. It requires no specific LED boards nor integration, nor physical integration with the live broadcast production and personnel on site as virtual operations can be delivered remotely from a different location anywhere in the world regardless of the contribution and distribution format (e.g., satellite, fibre, IP) as it has the ability to be deployed at any stadium without any specific preparation.

Launched in 2021 through the integration of cutting-edge augmented reality overlays and utilising Supponor’s battle hardened broadcast integration platform., Supponor AIR® dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors and broadcast partners. A fully software-based end-to-end platform, Supponor AIR® relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and in any weather condition. Commercially and technically proven, Supponor AIR® provides football leagues and clubs with a flexible and powerful marketing tool to continue positioning themselves at the forefront of technical innovation, but also to enhance their commercial inventory and provide those valuable sponsors and brand partners with targeted and global reach into local markets.


“We are thrilled that Supponor AIR® has created history once again by becoming the first and so far, only software-based solution for virtual advertising to receive league-wide approval in the German Bundesliga – almost 4 years to the day since Supponor made history when its hardware-based solution became the first Virtual Advertising technology to receive a league-wide approval by the Bundesliga.

This approval by the Bundesliga is a significant milestone for us, and also underlines the progressive nature of the DFL and its focus on innovation – including with virtual advertising technologies. We look forward to continuing to work with the DFL, by leveraging AIR®’s superior cost and simplicity which will allow this leading  innovation to more democratize the adoption by more clubs due to cost savings, which will support the DFL’s ongoing efforts to increase the value of its media and marketing rights, generate commercial opportunities and attract new brand partners and sponsors for all of its clubs.”

James B Gambrell, CEO, Supponor

Effective immediately, Supponor will migrate all games in Germany to the AIR® solution.

Launched in 2021 through the integration of cutting-edge augmented reality overlays and utilising Supponor’s battle hardened broadcast integration platform., Supponor AIR® dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors and broadcast partners. A fully software-based end-to-end platform, Supponor AIR® relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and in any weather condition. Commercially and technically proven, Supponor AIR® provides football leagues and clubs with a flexible and powerful marketing tool to continue positioning themselves at the forefront of technical innovation, but also to enhance their commercial inventory and provide those valuable sponsors and brand partners with targeted and global reach into local markets.



FC Bayern Munich extends partnership with Supponor for next generation virtual advertising

London, 24th November 2021: Supponor, the global leader in virtual advertising solutions, is delighted to announce that FC Bayern Munich has signed an exclusive partnership with Supponor. As an indication of the strength of the partnership, the extended deal will also see FC Bayern Munich transition to the next generation of Supponor’s virtual advertising solution, Supponor AIR®.

FC Bayern Munich joins Juventus FC and FC Barcelona, amongst others, in the prestigious properties within the Supponor partner portfolio of international top club clients. The 2020/2021 Bundesliga season, already saw Supponor’s hardware-based technology (DBRLive) deployed at selected FC Bayern’s home games at the Allianz Arena. Supponor’s pioneering software-based AIR solution, which is fully remotely operated with no personnel or specialist equipment required onsite at the Allianz Arena, will provide FC Bayern with an industrial grade broadcast platform able to deliver a wide variety of future proof virtual advertising applications, which can create additional monetization opportunities.


The Supponor AIR® technology shows a new approach, using Artificial Intelligence and Machine Learning to deploy virtual advertising on any surface, in any sport and in any weather condition. Now commercially and technically proven, AIR provides FC Bayern with a flexible and powerful marketing tool to continue positioning itself at the forefront of technical innovation to dramatically increase its commercial inventory and provide its sponsors and brand partners with targeted and global reach into local markets.


“At Supponor we are extremely proud to partner with a world elite club such as FC Bayern Munich, and provide them with our latest generation technology.”

Massimo Magrì, Supponor’s MD Europe & Global Head of Football


“We are excited to extend our successful partnership, which reflects the flexibility Supponor offers when it comes to league-wide deployments or single club partnerships, driven by tailormade technical and business models, always looking for the solutions that best suit our partners”

James B Gambrell, CEO, Supponor


“We are delighted to be working with Supponor to forge such a strong partnership. The popularity of the Bundesliga and other competitions such as the Champions League have given FC Bayern Munich a truly global fanbase, and our ability to reach and activate those fans in their individual markets with virtual advertising technology has become a crucial benefit to our commercial partners.”

Andreas Jung, Executive Board Member, FC Bayern Munich


Supponor and ISG deliver virtual world first for Lega Serie A

UK-based Interregional Sports Group (ISG) and Supponor have combined with Lega Serie A to scope, build and deploy the most ambitious and advanced integrated virtual media technology project ever attempted in live sports broadcasting.

Developed to coincide with Serie A’s launch of its new International Broadcast Centre, the project represents a ‘world first’ in the use of AI supported Supponor AIR™ technology which will see virtual goal mats, virtual perimeter VLED, virtual centre circle mats, virtual ‘bench/dugout’ and some additional bespoke virtual assets for all 380 championship matches a season.

For almost a decade ISG has been the leader in the world of virtual media rights creation and revenue generation in premium sports broadcasting. Equally, Supponor has been at the forefront of virtual media technology development. Although ISG has always positioned itself as technology agnostic, the ISG-Supponor relationship is unique with them working as partners in global sports since ISG was established almost a decade ago. ISG also has a shareholding in Supponor.

Last year, ISG’s production and technology team worked closely with Supponor’s R&D team to accelerate development of Supponor’s early-stage, next generation, technology. In early 2021, after extensive testing, ISG-Supponor worked with Lega Serie A to scope, build and deploy for the start of the current season, the most ambitious and advanced integrated virtual media technology project ever attempted in the history of live sports broadcasting.


Simon Burgess, joint CEO of ISG, said:

“This deep collaborative partnership with Supponor in the optimisation & deployment of this advanced technology has enabled us to achieve what would have been unthinkable and impossible no more than 12 months ago. In these strange times, not all news is about crisis management, this is a huge positive, a massive game changer for the commercial sports industry.”


James Gambrell CEO of Supponor added:

“We are very proud to partner with ISG on this important virtual project, our Supponor AIR™ technology is ground-breaking and testament to the enormously talented teams that work in Supponor and ISG. Our relationship with ISG is special, although we also work with many other excellent organisations, this integrated approach provides unique benefits to all participants across these large and complex projects”



This revolutionary new AI supported platform operates out of the new Serie A International Broadcast Centre (IBC), just outside of Milan, Italy. The Serie A IBC is one of the most technically advanced and complex broadcast centres in the world. From there, over 100 technicians and production personnel produce all live matches and archive remotely all the Serie A TV, radio, web via 4k production from stadiums across Italy connected via fibre optic. Deployed in record time, the centre was operational from commission to going live for the first game of the season in approximately 18 weeks. ISG’s team operates, integrates, and produces virtual goal mats, virtual perimeter VLED, virtual centre circle mats, Virtual ‘bench/dugout’ and some bespoke additional virtual media across for all 380 championship matches a season, including Coppa Italia draws.

Luigi de Servo, CEO of Lega Serie A said:

“This is a real world first, as we launch one of the world’s most advanced broadcast centres, and as Serie A continues the development of its media division…We build upon our previous six years of successful partnership with ISG; launching the most exciting & ambitious virtual media project in broadcasting history. This initiative unlocks the potential for all 20 clubs in our league, generating commercial opportunities in different markets and regions across the world. We are confident that ISG and Lega Serie A will continue their strong union for many more years to come.”