fbpx

TGI Sport lifts the stadium experience

As a leading sports technology company, TGI Sport are capable of implementing their digital expertise to improve a fans’ experience.

As a leading sports technology company, TGI Sport are capable of implementing their digital expertise to improve a fans’ experience.

Trusted by sporting organisations and brands since 1997, TGI Sport is a versatile business that delivers sports infrastructure, technology and media rights around the world. There is over 250 people employed globally across 12 offices.

Led by TGI’s chief commercial officer Patick Vendrely and director of digital strategy Gordon Campbell, they are able to help football clubs develop their very own digital identity, especially as we rebound from Covid-19.

TGI connects brands and stadiums to sports fans through their dynamic digital solutions. These include a proprietary broadcast & digital technology, infrastructure, event presentation, game day operations, fan engagement across major sporting leagues and a host of premier sporting venues.

TGI provides advertisers, sponsors, rights holders and brands with a unique and powerful platform to engage a sports audience – that shapes the future of sport event experiences on global scale for millions of people.

TGI are the digital and commercial bridge between rights holders, fans and brands. They capture valuable data, then analyse and utilise it to increase inventory, revenues and lead the industry in understanding how sports fans can relate to their club and brands.

Technology-based innovation, globalisation and rapid changes in consumer behaviour are revolutionising the ways in which sport is created, delivered, consumed and commercialised, where TGI can identify trends in markets. They offer a unique and consolidated approach built around data, technology and experience that ensures their partners engage and retain the fans, attract brands and deliver commercial value for right holders, stadiums, sporting leagues and brands, all while making sure that return on investment (ROI) can be achieved.

With a shift in focus towards what the landscape will look like post-Covid, TGI can look at how fans have become accustomed to technology. Due to the lockdown, to watch sport required HD video, surround sound, multiple screens at formats at home. For sports clubs, it means not only means they’re up against their own competition, but now it is what fans can do.

TGI aims to bring the best of both worlds together, where fans go to a game but are still immersed in the same technology at the stadium that they would be used to at home. Doing this promotes both the likelihood of these supporters returning and the potential for revenue through brands. Sports clubs can harness the power of mobile-led campaigns, with opportunities such as messaging, videos, live interaction from brands and live interaction from their favourite teams.

TGI have developed their Parallel-Ads (PADS) technology with LED screens inserted virtually, allowing for customised messaging for unique brands to different regions and geography.  This means that a broadcast for a match won’t be the exact same for each viewing audience, while it also relates to TV rights deals.

By delivering relevant advertising that people would like to see, it increases the revenue opportunities. TGI’s virtual technology means that each domestic feed is sold separately and the in-stadia feed can be sold differently to the broadcast feed. These solutions give sport organisations more control on how they want to be seen.

PADS technology also allows for TGI to send instant messaging within the stadium on LED boards. This creates a single platform to boost the value of brands. The idea is to bring a joined-up direct connection to the fan, rather than a scattering of disjointed advertising. By engaging with the customer directly, it can lead to bigger and greater growth.

For a number of years, TGI worked with FIFA on in-stadium advertising for several World Cup tournaments. TGI guided numerous partners through the transition from static to rotational advertising in countless sporting locations. TGI’s digital LED system solutions were deployed for the very first time on a major stage at the 2009 Confederations Cup in South Africa.

TGI are renowned in the USA as a major player in stadium branding, and have also expanded successfully into Europe – now into the third consecutive 3-year-deal with UEFA. The UEFA Champions League and Europa League count on TGI for their digital advertising needs.

In 2018, TGI was acquired by leading digital media company QMS, complementing the existing sport portfolio across Australia and New Zealand. In Australia, TGI currently works with leading professional sporting codes and organisations, including Football Australia. The ambition is evident from TGI as they strive to expand its geographic footprint and diversify revenue channels.

You can find out more on the benefits of TGI Sport here.

Liam Watson is a Senior Journalist with Soccerscene. He reports widely on international football policy, industry matters and industry 4.0

Player sentiment up, average age down: PFA releases annual report

Sentiment is well and truly up for A-League players, according to the annual Professional Footballers Australia (PFA) report.

This time last year, only 33% of A-League players felt confident about the direction of their football careers.

According to the PFA’s latest annual report, that number is now 56%.

Of the A-League’s 312 players, 200 responded to the 2020/21 A-League survey, capturing 70% of the current cohort, with the results proving that even despite the ongoing turbulence and uncertainty of COVID-19, the majority of players feel much more confident about their futures within the game.

The report highlights that Australian players actively want to remain in the A-League, as opposed to seeking opportunities overseas.

The key numbers that demonstrate this include:

  • 55% of players said they would like to stay playing in the A-League next season, up from 45% last year.
  • 56% of players are confident about the direction of their football careers, compared to 33% in 2019/20.
  • Only 4% of players would move to an overseas league even if it was for similar money and/or playing standard.
  • Only 16% of players who would prefer to move to an overseas league would only do so if the money and standards were better.

Other highlights of the report include that the average A-League player is getting younger.

Over the last 14 years, the average age of the A-League player has consistently trended upwards.

In 2020/21, however, this changed and the average age trended downwards, dropping from 27.6 to 25.1.

The number of players utilised in the A-League who were aged 21 and under came in at 107, representing 35% of the 300 players who received A-League minutes during the 2020/21 season.

The youngest squads on average belonged to Central Coast Mariners and Adelaide United, with average ages of 23.6 and 23.9 years respectively.

Another highlight was the fact that of the league’s 312 contracted players, 300 received A-League minutes.

“These reports have been immensely valuable, helping the PFA and the players better understand the industry in which they are employed, monitor the application of high-performance standards, assess technical progress and survey the players’ experience,” PFA Co-Chief Executive Beau Busch said of the report.

“For the last five years, we have been able to utilise these reports to formulate evidence-based positions to improve the environments in which our members work through collective bargaining.

“Promisingly, after a period of significant uncertainty, the players have indicated that they are more confident in the direction of their careers and the future of the competition than this time last year, signifying a positive shift in the perception of the A-League.”

The report also highlights the fact that A-League attendances were the lowest ever in the competition, thanks in large part to COVID-19, with an average attendance of 5,660.

Foreign players in the league reduced by 12 to a total of 51, whilst the average salary in the A-League is $136,791.

Access the full report HERE.

DFL and AWS introduce two new Match Facts to Bundesliga coverage

Bundesliga analysis

The Deutsche Fußball Liga (DFL) and Amazon Web Services (AWS) have announced the addition of two new Bundesliga Match Facts powered by AWS that will premiere as graphics during broadcasts and in the official Bundesliga app during the 2021-2022 season.

The two new Match Facts – Shot Efficiency and Passing Profile – will bring the total number of advanced statistics to eight, with each of them aiming to give fans deeper insights into the action on the pitch.

The first of the new advanced stats – Shot Efficiency – compares the number of goals that a player or team has scored with how many goals the player or team should have scored based on the quality of their chances.

The second – Passing Profile – provides deeper insights into the pass quality of a player or an entire team. Both of the stats are generated by gathering and analysing the match feeds from live games in real time as they are streamed into AWS.

Both new stats made their debut during Matchday 4 on the clash between German Champion FC Bayern München and the second-placed team of the previous season RB Leipzig.

The two new Match Facts will better showcase the action on the field – giving fans, coaches, players, and commentators visual support for analysing the decision-making of players and teams.

Andreas Heyden, Executive Vice President of Digital Innovations for DFL Group, was excited to further innovate the matchday experience for viewers based both domestically and internationally.

“Bundesliga Match Facts powered by AWS allows us to give fans more insight into the game of football, broadcasters more interesting stories to tell and coaches and teams, more data to excel at their game,” he said.

“Last year, the reception for Bundesliga Match Facts around the world was very positive, and we expect through ML and AI to continue to innovate on these analytics to make them even better.

“These two new stats give fans a view into player efficiency that hasn’t been achieved before, and we are just at the beginning of our relationship with AWS. I’m excited to see how technology will continue to evolve the fan experience and the game.”

© 2021 Soccerscene Industry News. All Rights reserved. Reproduction is prohibited.

Most Popular Topics

Editor Picks