ISG enhances Serie A contract with stadium virtual graphics
Interregional Sports Group, the UK-based international sports media agency, has won a contract until the end of the 2019-20 soccer season in Italy to provide virtual graphics in the empty seating areas in stadia across the country.
The decision, announced today, follows a testing programme, with ISG, along with its local production partner, Netco Sports Italy, now appointed providers for all the Serie A matches being played behind closed doors until the end of the delayed campaign.
The Italian top flight resumed last month following the coronavirus-enforced suspension, and has completed 30 of 38 rounds of fixtures.
Simon Burgess, joint chief executive and co-founder of ISG, said: "Lega Serie A are a world leader and innovator in virtual media in live broadcast. We have been working with Lega for many years and are extremely proud to continue to invest in and support new virtual media solutions in these challenging times.
"Our prime objectives are maximising ROI for brands and delivering optimum revenue impact for rights holders, while never compromising the enjoyment of the live event for the viewing audience."
ISG has previously deployed virtual centre pitch logos of club partners, before kick-off, at half-time and prior to the second half kick-off, and now, with no fans allowed, empty stands at all Serie A matches will be filled with graphics and colours of the competing teams at selected times.
Burgess continued: "This approach provides interesting graphic enhancement but is not overexposed nor does it impact on the enjoyment of the live action of the match it appears in.
"We have been working more and more directly with Serie A clubs, using our expertise to find other ways in which we can help them increase their revenues and make best use of their stadium infrastructure to create new virtual media spaces and platforms, whilst balancing those key criteria."
ISG holds the contract to sell international presenting sponsorship rights to Serie A, a category that first arose ahead of the 2015-16 season following almost two years of discussions between ISG and Infront Italy, an arm of the international sports marketing agency that is the media adviser to Serie A.
This incorporates regional sponsorship packages, producing virtual goal mats and, working with Netco, customised match graphics to four intercontinental broadcast regions outside of Italy.
ISG also produces virtual goal mats for Coca Cola, the title sponsor of the Coppa Italia final and TIM, the Serie A title sponsor.