Serie A TIM


For almost a decade ISG have been the leaders in the world of Virtual Media rights creation and revenue generation in premium sports broadcasting. Equally, Supponor should be recognised as the leaders in the world of virtual media technology development. Although ISG has always positioned itself as technology agnostic, using many different adapted and customised virtual technologies over the years, the ISG-Supponor relationship is unique. ISG and Supponor have worked as partners in global sports since ISG was established almost a decade ago, it is a deep and symbiotic relationship. ISG are also shareholders in Supponor and sit on their respective board. Last year, ISG's production and technology team worked exclusively with Supponor's R&D team to accelerate development of Supponor's early-stage AI 'AIR' technology. In early 2021 and after extensive testing, ISG-Supponor worked with Lega Serie A to scope, build and deploy for the start of the current season, the most ambitious and advanced integrated virtual media technology project ever attempted in the history of live sports broadcasting.

"This deep collaborative partnership with Supponor in the development & deployment of AI AIR Virtual tech has enabled us to achieve what would have been unthinkable and impossible no more than 12 months ago." Said Simon Burgess, joint CEO ISG. "In these strange times, not all news is about crisis management, this is a huge positive, a massive game changer for the commercial sports industry."

“We are very proud to partner with ISG on this colossal virtual project, our AI AIR technology is ground-breaking and testament to the enormously talented teams that work in Supponor and ISG. Our relationship with ISG is special, although we also work with many other organisations, this integrated approach provides unique benefits to all participants across these large and complex projects” James Gambrel CEO of Supponor.

“This is a real world first, as we launch one of the world’s most advanced broadcast centres, and as Lega Serie A continues the development of its media division. We build upon our previous six years of successful partnership with ISG; launching the most exciting & ambitious virtual media project in broadcasting history. We are confident that ISG and Lega Serie A will continue a strong union for many more years to come.” said Luigi De Siervo, CEO of Lega Serie A.

This revolutionary new AI platform operates out of the new Serie A International Broadcast Centre (IBC), just outside of Milan, Italy. The Serie A IBC is one of the most technically advanced and complex broadcast centres in the world. From there, over 100 technicians and production personnel produce all live matches and archive remotely all the Serie A TV, radio, web via 4k production from stadiums across Italy connected via fibre optic. Deployed in record time this whole centre was operational from commission to going live for the first game of the season in a staggeringly short
space of time; approximate 18 weeks. ISG's team operate, integrate, and produce with Supponor AIR tech virtual goal mats, virtual perimeter VLED, virtual centre circle mats, Virtual 'bench/dugout’ and some bespoke additional virtual media across for all 380 championship matches a season, including Coppa Italia draws.