A year ago, Trison expanded into the digital sports sector. With the acquisition of Yellow Bricks, the European digital signage leader has taken the next step. In this interview, CEO Alberto Caceres reflects on the company’s progress.
Last year, Trison, Europe’s largest digital signage integrator, entered the digital sports sector with the launch of Trison Sports and the recruitment of senior European stadium experts. Alongside its flagship project for Real Madrid, Trison now works with 25 sports clubs and associations.
This week, Trison announced its acquisition of Malaga-based Yellow Bricks, a digital agency specializing in creating and managing content for sporting events. “The Trison Yellow Bricks team takes care of the 360 degree experience on the matchday”, says Trison CEO Alberto Caceres. “This requires different skills and tools than those used for digital signage. Match results must be displayed in real time, broadcast live feeds must have to be integrated and fans must be entertained and engaged with via mobile apps.”
Clubs are now seeking ways to engage fans year-round. Whether in football or basketball, they want unique concepts that keep fans connected with the club 365 days a year. A big show on match day is no longer enough. A recent project Trison Yellow Bricks did for FC Sevilla is a typical example: The team developed a 360° fan engagement concept, which also includes the club’s museum.
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Whether Real Madrid, AC Milan, or FC Sevilla – fan shop experiences are one of the most important touchpoints with the clubs and very important revenue generators. At Real Madrid’s new Bernabeu Stadium, no digital signage effort was spared to present iconic and immersive experiences. Trison was responsible for both the digital signage concept and the holographic-looking content.
The Real Madrid Digital Experience even made the cover of the Spanish sports newspaper AS. It was featured as the lead photo in the report on Real Madrid’s new signing of Mbappé.
The goal: market leadership in all verticals
Trison is Europe’s largest pure-play digital signage provider, generating over 110 million euros in revenue. The takeover by a new investor from Liechtenstein last year propelled the company into a new phase of growth. “When we enter vertical markets, we aim for market leadership”, Alberto Caceres says. Trison has already become the European leader in fashion retail and automotive and is a strong player in the UK’s quick-service restaurant (QSR) sector. According to Caceres, it also leads the retail banking market in France. “We want to achieve a similar market position in the fan experience market. After one year, more than 25 clubs across Europe are already among our satisfied customers.”
Some of Trison’s recent projects include lounge installations for America’s Cup teams in Barcelona and the digital retrofit of Berlin’s largest urban entertainment center.
“We are very happy with our first year of Trison Sports, but our goals are ambitious”, Caceres continues. Trison is already planning further expansion in the short term – both into new vertical markets and new regions. “The DACH region is very high on our wish list. But also non-European regions.”
