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El Clásico to see first use of virtual technology in women’s football

FC Barcelona and Supponor extend partnership to launch new virtual advertising capabilities including the first-ever use of virtual technology in women's football coverage

Virtual advertising specialist Supponor has announced that Spanish La Liga F El Clásico will mark “the first-ever use of virtual technology in a women’s football match”. The company said that the initiative “includes the activation of virtual on both 1st and 2nd LED row combined (one animation only split between the two rows, so called domination) and cam carpets. This marks the first time ever for this application to be used in Spanish football.”

The news is part of an expansion of the partnership between Supponor and FC Barcelona, and also includes plans to enhance virtual technology into more club properties, with both companies working together on additional and innovative opportunities for the future use of virtual advertising, including areas such as the centre circles, second row, and the areas behind the goals.

“Supponor continues to be a key partner for FC Barcelona. Its pioneering technology, the collaborative approach of the team, and the company’s proven success in the industry have led us to build and develop a trusted partnership over the years, enabling us to offer more creative and targeted advertising opportunities,” said Sergi Ricart, chief marketing and commercial officer, FC Barcelona.

Massimo Magrì, EMEA managing director at Supponor, added, “We are proud to continue our longstanding partnership with FC Barcelona. Supponor is dedicated to pushing the boundaries of innovation, and FC Barcelona embraces the opportunities that this brings. We are particularly excited to bring virtual advertising into women’s football, which will play a key role in the ongoing commercial development of the women’s game.”