TGI SPORT, a global leader in sports technology with headquarters in Chicago, signed a deal with Major League Soccer (MLS) to deploy its ground-breaking Parallel Ads technology during the ‘MLS is Back’ Tournament at ESPN Wide World of Sports complex at the Walt Disney World Resort in Florida. The agreement includes a turnkey solution with TGI Sport providing 500 meters of market-leading LED field perimeter systems, along with content creation, operations and logistics.

TGI SPORT holds the exclusive global license for Parallel Ads®. This technology is a less intrusive multi-broadcast feed that is simultaneously viewed in real time in the United States and Canada, with forty-three games scheduled to be aired live from July 8.

MLS and TGI have collaborated for many years, and at this time, TGI’s LED innovation brings a paradigm shift that could forever change Major League Soccer’s commercial program.

“This innovative technology is able to deliver multi-broadcast feeds in live sports, enabling brands and rights holders to segment regionalised advertising feeds to its respective broadcast audiences providing greater value to its properties,” said Rusty Lawrence, Managing Director at TGI SPORT. “The technology was created in Europe, but being MLS is one of our original clients, we are delighted to bring Parallel Ads® to North America at this historical event.”

Unlike virtual solutions, the Parallel Ads® content can be captured on all cameras and angles, including slow-motion shots and highlights. This technology helps drive incremental revenue streams by offering customized messaging while increasing the inventory and the ability to target advertising by region.