We conduct it. ISG is the structural force behind virtual media in premium live sport the digitally inserted, regionally targeted advertising you see on the pitchside boards and across the field of play. We pioneered this field nearly twenty years ago, and we're building what comes next: AI-driven commercial integration, direct-to-consumer in-broadcast inventory, and the gamification of live sport itself.
For nearly two decades, ISG defined virtual media in live sport. We taught the market what was possible.
That market has matured — and the technology is no longer the story. What you do with it is. AI-driven commercial integration. Direct-to-consumer audience economics.
The gamification of live broadcast. A new layer of value, waiting in inventory the world's biggest events have only begun to recognise.
We don't sell a single technology — we conduct an ecosystem. Rights holders. Broadcasters. Technologists. Brands. The audience itself. All of them connected, all of them earning, when the current runs through us.
We are the structural gravity of this specialism — the dark matter that holds the field together. Always in the moment. Always conducting the game.
n a media landscape where attention is fragmenting and traditional TV advertising is losing value, live sport remains one of the last true monocultures — and the numbers back it up. Super Bowl LIX drew 127.7 million viewers; March Madness hit a 33-year viewership high `[VERIFY]`; and global spending on sports rights is on track to top $78bn by 2030 (Ampere Analysis). Nielsen data shows nearly two-thirds of fans `[VERIFY]` would choose a sponsor's product over a rival's when price and quality are similar.
But scale alone isn't enough. Brands increasingly need to be woven into the fan experience, not bolted onto it — and the next frontier is personalisation: tailoring the message to specific audiences inside that shared moment.
This is exactly where ISG's in-game virtual media assets and services prove critical. They let brands embed natively in live sport, dynamically swap creative by region or audience segment, and harness the emotional weight of unrepeatable moments — without disrupting the fan experience.
For marketers fighting to stay relevant, that combination of mass reach, fan receptivity and surgical targeting isn't a nice-to-have. It's the new baseline.
LFP Media engages ISG/TGI SPORT to produce virtual feeds on multiple Ligue 1 Uber Eats fixtures starting from the 2023/24 season (through Supponor AIR® technology). Ligue 1 Uber Eats, one of Europe’s most prominent football leagues, signed an agreement with ISG/TGI Sport, a sports marketing agency specialized in the production and commercialization of virtual media […]
Melbourne/London/New York – TGI Sport, the global sports technology, media, and marketing company, has acquired the industry-leading virtual media solutions provider Interregional Sports Group (ISG), the company announced today. The move brings another new dimension to TGI’s best-in-class capabilities and expertise across the next wave of live sports advertising and media. This acquisition deepens the […]
ISG Productions Managing Director Laurence Archer reflects on how Brexit and COVID have transformed the company into a far more effective and efficient business. As the world, and particularly the world of sport, starts to open up and we all begin to come to terms with the pandemic, many people are reflecting on the impact […]
ISG and its partners Supponor have combined with Lega Serie A to fund, scope, build, deploy, operate, and commercialise the most ambitious and advanced integrated virtual media technology project ever attempted in live sports broadcasting.
Interregional Sports Group (ISG) has secured a renewal of the International Partner rights (marketed as IPS during the last cycles) for Lega Serie A.
Two global brands come together as PokerStars becomes official betting sponsor for Formula 1.
Interregional Sports Group (ISG) are strengthening their position in the European football rights market by acquiring Samson Sport Consultancy. It’s a move that will add relationships with leading clubs and brands across Europe to the ISG Partnerships’ portfolio. ‘It’s a very important step for us as a group and more specifically for ISG Partnerships, ‘explains […]
After the successful case of the 2020 World Junior Ice Hockey Championships the ISG Graphics team is back with virtual enhancements at the Ice Hockey Championship “Generali Ceska Cup 2020” broadcasted by O2 TV Sport and Czech Television. In cooperation with Isobar, Dentsu Aegis Network member, we will deliver several virtual models of Skoda Auto […]
