October 27 – South Korea’s LG Electronics has become a technology sponsor of LaLiga with the two organisations committing to work together to create new experiences for fans.
LG Electronics technology is already present in LaLiga stadiums via videowalls, video scoreboards, advertising boards, advanced air conditioning equipment and LG cooler refrigerators.
The new sponsorship will expand on LaLiga’s own technology drive via its data-driven Mediacoach platform that provides in-game analysis and is developing new audiovisual production techniques particularly around the use of artificial intelligence and augmented reality for graphics packages.
“LaLiga is always looking for the best partners, especially in the technological field, where we work very hard to always be at the forefront. In this sense, there is no one better than LG to continue this ambition,” said Javier Tebas, President of LaLiga.
LaLiga has boosted its broadcast production with aerial shots using drones and aerial cameras and 360º replay technology. With fans locked out of stadiums, LaLiga has added virtualised stands and crowd audio to the broadcast feed.
“Joining LaLiga is joining the best show on the planet. Their matches can be experienced in more and more countries and from LG we want to contribute our innovation and technology so that all fans can experience the emotion of LaLiga with the best immersive experience,” said Jaime de Jaraíz, president and CEO of LG Iberia.
No value or term was given for the sponsorship.
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