Mediapro, TGI Sport implement pitch-side virtual advertising
September 22, 2025
From its CONMEBOL hub in Buenos Aires, Mediapro is partneering with TGI Sport in the implementation of new, virtual advertising technology.
TGI Sport, specialist in technology solutions for sporting media outlets, has developed software capable of inserting digital adverts in areas at stadia such as LED signs or even the pitch itself which are only visible via television. This technology allows the advertising to be adapted to the region where the match is being played creating the possibility of geographical segmentation. For example, a brand can be seen in European broadcasts with other brands being displayed in South America at the same time.
The TGI Sport servers, located at the Mediapro hub in San Isidro, insert specific advertising for each territory in real time. This process generates customised signals which are then distributed to the rights holders in each market.
As part of the qualifying for the FIFA 2026 World Cup, Mediapro Argentina is responsible for the international distribution of the broadcast signal for seven participating countries.
This agreement is another step forward in strengthening the ties with TGI Sport and the group as strategic partner. Since 2010, the technology has been used in Spain for virtual advertising for the vast majority of matches of clubs in the Spanish league.
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