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TGI SPORT &amp; LEGA SERIE A DELIVER WORLD-FIRST A1 VIRTUAL MEDIA BREAKTHROUGH DURING COPPA ITALIA FINAL

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&lt;p&gt;&lt;strong&gt;TGI Sport&lt;/strong&gt;, the global leader in sports virtual technology and commercial rights, in a long-standing partnership with &lt;strong&gt;Lega Serie A&lt;/strong&gt; productions and the Lega Serie A Commercial &amp;amp; Marketing team, unveiled an historic series of innovations during the Coppa Italia final.&lt;/p&gt;&lt;p&gt;The highly anticipated clash between AC Milan and Bologna FC was broadcast live on 14 May to over 7 million viewers in Italy, and distributed across 180 countries worldwide via 50 international broadcasters. This landmark event marked the global debut of TGI Sport’s next-generation AIR Virtual Media technology, delivering comprehensive, multi-camera virtual advertising coverage across the entire live broadcast for the first time in football history.&lt;/p&gt;&lt;p&gt;Virtual Media enables the dynamic insertion of digital advertising assets, such as virtual LED boards, goal mats and centre circle graphics, tailored by territory and audience, without interrupting the live match experience. For over a decade, TGI Sport has powered Serie A’s virtual media strategy, with the last three years seeing the rollout of full-season AI-driven virtual feeds across all 380 league games for all 20 clubs. Until now, virtual enhancements during all fixtures have been limited to Camera 1 - the primary wide-angle match feed - leaving replays, 16-yards cams and highlight reels without consistent brand coverage. This changed at the Coppa Italia Final which saw a paradigm shift in virtual media.&lt;/p&gt;&lt;p class=&#34;hm-image-wys&#34;&gt;&lt;img src=&#34;https://img.legaseriea.it/vimages/682de7e0/VA-Coppa Italia Final.jpg&#34; alt=&#34;VA-Coppa Italia Final.jpg&#34; style=&#34;display: block; margin-right: auto; margin-left: auto; margin-bottom: 16px; max-width: 100%; width: auto; pointer-events: none;&#34;&gt;&lt;/p&gt;&lt;p&gt;Using the newly developed PMG version of AIR, TGI Sport successfully virtualised not only the main feed but also critical replay and additional camera angles ensuring complete, coherent brand visibility across the entire editorial footprint of the broadcast. Feedback from stakeholders and audiences has been overwhelmingly positive.&lt;/p&gt;&lt;p&gt;In another bold innovation and world-first, TGI Sport collaborated with Serie A and domestic broadcaster Mediaset to pilot a synchronised hybrid advertising model. The domestic viewers on Mediaset saw an ‘L-shape’ advert appearing on screen simultaneously with the virtual LED boards, with the same brand - creating a powerful reinforcement effect. This simultaneous execution has never been deployed in a live football broadcast and represents a major advancement in ad recall, valuation and creative cohesion.&lt;/p&gt;&lt;p&gt;&lt;em&gt;“Taking advantage of technological opportunities and constantly innovating is fundamental to maintain the high-quality level of our product&lt;/em&gt; - said Lega Serie A CEO &lt;strong&gt;Luigi De Siervo&lt;/strong&gt; -. &lt;em&gt;What we achieved with TGI Sport during the Coppa Italia Frecciarossa final as an absolute novelty in the world of football in terms of virtual advertising. Solutions that will allow us in the coming years to make the most of commercial spaces during matches and to create new and customised ones, increasing revenues and offering unprecedented opportunities to our Clubs and our Partners.”&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Martin Jolly&lt;/strong&gt;, Global CEO of TGI Sport said: &lt;em&gt;&#34;Our mission is guided by three clear objectives: to grow revenue for rights holders, deliver greater ROI for advertisers and deepen engagement for audiences. Over the past decade, our partnership with Serie A has proven the value of this approach, but the next decade is about transformation. We aim to evolve the model entirely and elevate those principles to new heights. Last night was a significant step towards that.&#34;&lt;/em&gt;&lt;/p&gt;&lt;p&gt;With further advancements in development and a multi-year roadmap agreed between Lega Serie A and TGI Sport, the future of live football broadcasting is poised to become even more immersive, adaptive and valuable. TGI Sport is at the forefront of this exciting evolution in virtual advertising, introducing new technologies and increasing commercial value.&lt;/p&gt;

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TGI Sport, the global leader in sports virtual technology and commercial rights, in a long-standing partnership with Lega Serie A productions and the Lega Serie A Commercial &amp; Marketing team, unveiled an historic series of innovations during the Coppa Italia final.The highly anticipated clash between AC Milan and Bologna FC was broadcast live on 14 May to over 7 million viewers in Italy, and distributed across 180 countries worldwide via 50 international broadcasters. This landmark event marked the global debut of TGI Sport’s next-generation AIR Virtual Media technology, delivering comprehensive, multi-camera virtual advertising coverage across the entire live broadcast for the first time in football history.Virtual Media enables the dynamic insertion of digital advertising assets, such as virtual LED boards, goal mats and centre circle graphics, tailored by territory and audience, without interrupting the live match experience. For over a decade, TGI Sport has powered Serie A’s virtual media strategy, with the last three years seeing the rollout of full-season AI-driven virtual feeds across all 380 league games for all 20 clubs. Until now, virtual enhancements during all fixtures have been limited to Camera 1 - the primary wide-angle match feed - leaving replays, 16-yards cams and highlight reels without consistent brand coverage. This changed at the Coppa Italia Final which saw a paradigm shift in virtual media.<img src="https://img.legaseriea.it/vimages/682de7e0/VA-Coppa Italia Final.jpg" alt="VA-Coppa Italia Final.jpg" style="display: block; margin-right: auto; margin-left: auto; margin-bottom: 16px; max-width: 100%; width: auto; pointer-events: none;">Using the newly developed PMG version of AIR, TGI Sport successfully virtualised not only the main feed but also critical replay and additional camera angles ensuring complete, coherent brand visibility across the entire editorial footprint of the broadcast. Feedback from stakeholders and audiences has been overwhelmingly positive.In another bold innovation and world-first, TGI Sport collaborated with Serie A and domestic broadcaster Mediaset to pilot a synchronised hybrid advertising model. The domestic viewers on Mediaset saw an ‘L-shape’ advert appearing on screen simultaneously with the virtual LED boards, with the same brand - creating a powerful reinforcement effect. This simultaneous execution has never been deployed in a live football broadcast and represents a major advancement in ad recall, valuation and creative cohesion.“Taking advantage of technological opportunities and constantly innovating is fundamental to maintain the high-quality level of our product - said Lega Serie A CEO Luigi De Siervo -. What we achieved with TGI Sport during the Coppa Italia Frecciarossa final as an absolute novelty in the world of football in terms of virtual advertising. Solutions that will allow us in the coming years to make the most of commercial spaces during matches and to create new and customised ones, increasing revenues and offering unprecedented opportunities to our Clubs and our Partners.”Martin Jolly, Global CEO of TGI Sport said: "Our mission is guided by three clear objectives: to grow revenue for rights holders, deliver greater ROI for advertisers and deepen engagement for audiences. Over the past decade, our partnership with Serie A has proven the value of this approach, but the next decade is about transformation. We aim to evolve the model entirely and elevate those principles to new heights. Last night was a significant step towards that."With further advancements in development and a multi-year roadmap agreed between Lega Serie A and TGI Sport, the future of live football broadcasting is poised to become even more immersive, adaptive and valuable. TGI Sport is at the forefront of this exciting evolution in virtual advertising, introducing new technologies and increasing commercial value.

TGI SPORT & LEGA SERIE A DELIVER WORLD-FIRST A1 VIRTUAL MEDIA BREAKTHROUGH DURING COPPA ITALIA FINAL

TGI SPORT & LEGA SERIE A DELIVER WORLD-FIRST A1 VIRTUAL MEDIA BREAKTHROUGH DURING COPPA ITALIA FINAL | News

TGI SPORT & LEGA SERIE A DELIVER WORLD-FIRST A1 VIRTUAL MEDIA BREAKTHROUGH DURING COPPA ITALIA FINAL

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TGI SPORT & LEGA SERIE A DELIVER WORLD-FIRST A1 VIRTUAL MEDIA BREAKTHROUGH DURING COPPA ITALIA FINAL | News