We asked our staff about their favorite projects. Paul Sterbenz, Vice President of Account Management, and with TGI since 2007, said about working with Concacaf last summer, in their best Gold Cup yet:
For over 18 years, TGI has supported CONCACAF, the governing body of “the beautiful game” in North, Central America and the Caribbean. Every other year Concacaf organizes their flagship tournament known as the Gold Cup, in which the territory’s best soccer federations compete to become Champions of the confederation.
The most recent event held over 23 days last June/July, featured 17 match days at 17 unique stadiums across the region, with the majority of matches played in the United States and 1 matchday each held in Costa Rica and Jamaica.
TGI, as the branding and signage partner, was involved in many facets of the project, from providing field level commercial LED displays at the 10 largest venues—mostly NFL Stadiums and the Rose Bowl—on one end of the range, to managing the full turnkey venue branding program (design, production, delivery and installation) on the other.
Starting with the technology side, TGI provided, moved, operated and implemented 750 linear meters of field level LED displays (10mm pixel pitch) around the country to the various venues, therefore delivering commercial value for the rights holders and event sponsors with high level system quality and content management—animations and run of show.
Our state-of-the-art field level perimeter LED displays are FIFA/UEFA compliant systems that provide the market leading hardware and software with optimal contrast, colors, operational efficiency, risk mitigation, sun shaders and player safety for consistent and reliable top in class performance. With a flawless function via our LED systems and operators (a project crew of over 25 dedicated staff), the Concacaf messaging and event sponsors content was on display with vibrancy and color consistency in all environmental conditions.
Beyond the field of play, TGI also provided other broadcast related assets showcasing sponsor inventory, as well as the extensive venue branding program in the areas captured by players, media, and fans. Easy to state, but maybe more sophisticated to deliver, is conveying a visual look and feel to the event that harnesses the uniqueness of this tournament and adds to the special nature of the competition.
Together with the client, we were successful in providing a comprehensive visual strategy and consistent look across all venues with an over 40-person project team—not including contracted labor.
While big events have become more refined and more deliberate in the branding category over the years, with each version needing to be bigger and better than the previous version, so has the fan experience and the expectations around it. This is where TGI has also grown in delivering branding solutions and improving fan engagement opportunities.
We are honored to be called upon to support such a high-profile client, and proud of the comprehensive effort that we put worth to deliver a unique and memorable program with quality and consistency. Already looking forward to the 2021 Gold Cup.