Once the 2020 MLS regular season was disrupted by the COVID pandemic, a “bubble” competition was developed called the MLS is Back’ Tournament at ESPN Wide World of Sports complex at the Walt Disney World Resort in Florida, United States (July – August 2020).
With both USA based and Canadian based MLS clubs, MLS had a prominent broadcast audience in both the USA and Canada. Therefor a technology was needed to expand the commercial platform and allow for optimal partner involvement across all regions & broadcast feeds.
TGI Sport deployed Parallel Ads throughout 43 games of the ‘MLS is Back’ Tournament. The agreement included a turnkey solution with TGI Sport providing 500m of LED field perimeter systems, along with content creation, operations and logistics, providing two feeds for USA and Canada.
With this innovative technology TGI Sport was able to deliver on the commercialization of multiple broadcast feeds, enabling the brands and rights holder to segment advertising for each region, and ultimately retain maximum value for their partners.