UK-based sports media and technology company Supponor and TGI Sport, the sports infrastructure, technology, and media rights business, have unveiled a strategic partnership in South America.

Through the tie-up, launched at the ongoing Sportel Buenos Aires conference, both parties will collaborate to build a remote operating center in the region.

This will act as a hub to deliver virtual advertising services across the region and be available to sports properties, advertisers, and broadcasters.

The idea is for both firms to combine their resources to offer tailored virtual advertising services to brands in South America, and thus expand into that market.

Massimo Magri, chief commercial officer at Supponor, said: “When it comes to new markets, South America represents a priority for Supponor. We have the ambition to offer our services to all sports rights holders in the region and give them opportunities to further monetize their marketing assets.”

In January, Supponor named Simon Green as its new chief executive. Green was promoted from his previous role as chief operating officer of the firm.

Martin Jolly, TGI Sport’s chief executive, added: “TGI Sport has a deep history and unique understanding of the South American market having delivered for our clients and rights holders more than 600 events across 10 countries since commencing South American operations in 2017.

“This new partnership allows us to provide an end-to-end virtual solution resulting in increased revenue opportunities for our clients and rights holders.”