Swiss advertising and sports rights firm uniqFEED has expanded its operations into Spain by opening a new Remote Operations Center in Madrid, collaborating with Sportfive to deliver virtual advertising for Villarreal CF home matches.
- Commercial Reach: The deployment of virtual advertising enables Villarreal to scale regional broadcast feeds up to 12 distinct international markets, significantly boosting overseas sponsor visibility.
- Broadcast Infrastructure: Operating out of the same Madrid facility as LaLiga’s central broadcast hub places uniqFEED directly inside the league’s primary technical ecosystem for Tier 1 European soccer operations.
- Technology Integration: The live setup covers LED displays, second-row LED signage, goal-side carpets, and perimeter boards behind the goal without altering physical stadium setups.
The new Madrid facility houses a dedicated on-site team of operators managing live virtual advertising productions for the Spanish market. According to sportcal.com, operations from the Spanish capital are already underway as part of uniqFEED’s broader network of Remote Operations Centers in London, Amsterdam, Sydney, and Singapore.
Sportfive acts as Villarreal’s exclusive partner for virtual advertising, LED production, and commercialization. Meanwhile, uniqFEED supplies the underlying virtual advertising technology and live operations to split single stadium feeds into tailored regional broadcasts.
Patrick Hastings, chief operating officer at uniqFEED, noted the maturity of the domestic market in comments reported by sportcal.com. “Spain is one of the world’s most important football markets and has been at the forefront of virtual advertising for more than a decade,” Hastings said.
“LaLiga has helped establish a mature market for the technology, so establishing a permanent presence in Madrid and operating within that environment is a significant step for uniqFEED,” Hastings added. He also highlighted the collaboration with Sportfive, calling them a valuable partner for commercialization.
Peter Baumgartner, executive chairman at uniqFEED, emphasized the strategic timing of the expansion. “Our growing presence in key sports markets reflects both the demand for our technology and our commitment to remain at the forefront of the industry,” Baumgartner said, as reported by sportcal.com.
| Company | Role | Key Location |
|---|---|---|
| uniqFEED | Virtual advertising technology & live ops | Madrid (New ROC), London, Amsterdam, Sydney, Singapore |
| Sportfive | Exclusive commercial & LED partner | Villarreal CF / LaLiga |
| LaLiga | Central broadcast production | Madrid facility |
The Madrid location functions as the primary Remote Operations Center for uniqFEED’s European Tier 1 soccer operations. The facility also features connectivity to South America to extend international operational capabilities.
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