TGI Sport has announced a long-term partnership with The Football Association [The FA] to deploy Parallel Ads® for Emirates FA Cup matches at Wembley, the home of English football.

Parallel Ads® allows The FA and their partners to maximise their brand value, by providing four commercial feeds to reach a global audience with customized regional messaging at the Emirates FA Cup Semi-Finals, Finals and the Community Shield.

Sportseen, a sales organisation established with the aim of delivering branding solutions at televised sports events of the very highest profile, have been retained to monetize this unique inventory.

Rusty Lawrence, Managing Director, TGI Sport, said: “We are extremely grateful and proud to extend our long-term relationship with The FA. This expanded scope allows us to deliver Parallel Ads®, increasing inventory and growing revenues for The FA.”

Kathryn Swarbrick, The FA’s Commercial and Marketing Director, said: “We are always looking for new and effective ways to showcase our commercial partners and initiatives. We were very impressed by the creativity of TGI Sport’s technology and Sportseen’s specialist knowledge of this industry and are very pleased to formalise the arrangement and ensure that they can all take centre stage at Wembley.”

Chris Jones, Partner at Sportseen, added: “Emirates FA Cup is steeped in history and tradition, and the iconic Wembley Stadium is a fitting venue for The FA, TGI and Sportseen to showcase the ability to attract not just global brands but also targeted, regional brands via Parallel Ads®. Early results indicate success levels will exceed expectations as this innovative technology permits access to premium regional audiences. We look forward to introducing more and more new brands to the magic of Emirates FA Cup!”

For further information on Parallel Ads® at Wembley Stadium, please click here.

About TGI Sport

TGI Sport is a global leader in sports technology, media and marketing, that connects sports entities and fans around the world. With more than 3,500 events annually and over 20km of LED signage at work, TGI Sport operates through a wide range of sports including soccer, cricket, rugby, American football and hockey. TGI Sport has built relationships with many of the world’s leaders sporting organizations including FIFA, UEFA, CONCACAF, CONMEBOL, Mediapro, Major League Soccer, US Soccer, Liga MX, Ligue National de Rugby, FC Barcelona, Manchester United FC, Liverpool FC and Juventus FC. TGI’s businesses include TLA Worldwide and Stellavista.

About the FA

The Football Association [The FA] is the not-for-profit governing body of football in England. It is responsible for promoting and developing every level of the game, from grassroots through to the professional game, and successfully generates enough revenue to support investment of over £150m into English football each year. The FA oversees England international teams across men’s, women’s, youth, and disability football, as well as running FA Competitions including the Emirates FA Cup and Vitality Women’s FA Cup, and the world-class facilities of Wembley Stadium and St. George’s Park, all with a purpose to Unite the Game and Inspire the Nation.

About Sportseen

Sportseen LLP is a specialist sales organisation established with the aim of delivering branding solutions at televised sports events of the very highest profile. Over many years Sportseen has represented governing bodies/rights holders and brands, enhancing the opportunities that exist around live sports and millions of engaged viewers. Sportseen operates globally since 2006 and has established itself as the number one agency of its genre in the UK. Sportseen has initiated and delivered more than 1000 fixtures across football stadiums, international rugby venues and cricket grounds from Wembley to the WACA and BT Murrayfield to the Maracanã.