TGI Sport closes deal with The FA to deploy Parallel Ads

TGI Sport

LONDON: 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 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, have been retained to monetize the 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!”