Mediapro Argentina is using TGI Sport technology to insert a different set of advertising partners onto the pitchside advertising hoardings during qualifying for South American teams for the 2026 World Cup.
TGI Sport’s software can insert digital adverts in areas at stadia such as LED signs or even the pitch itself that are only visible to television audiences.
The technology allows the advertising to be adapted to the region where the match is being played, creating the possibility of accurate geographical segmentation. For example, a brand can be seen in European broadcasts with other brands being displayed in South America at the same time, creating bespoke advertising depending on the market.
The TGI Sport servers, located at the Mediapro hub in San Isidro, insert specific advertising for each territory in real time. This process generates customised feeds which are then distributed to each market.
Since 2010, the technology has been used in Spain for virtual advertising for the vast majority of matches of clubs in the Spanish league.
As part of the qualifying for the FIFA 2026 World Cup, Mediapro Argentina is responsible for the international distribution of the broadcast signal for seven participating countries.
