Dorna teams up with Magellan to measure television exposure Dorna Sports, the exclusive holder of the MotoGP World Championship’s commercial and television rights, have teamed up with Applied Image Recognition Ltd to use the pioneering Magellan System to measure television exposure for advertising and sponsorship partners. Magellan is a piece of automatic image recognition software developed by advanced technology suppliers Omniperception Ltd in collaboration with the University of Surrey in the United Kingdom. Distributed world-wide by Applied Recognition Limited, Magellan sets the global standard for brand logo exposure analysis and reporting. Magellan gives Dorna Sports the capacity to provide their commercial partners with increasingly reliable and consistent data measuring brand exposure in their International Programme Feed (IPF) broadcasts, which are produced entirely by Dorna’s television team. Analysis will take place of the IPF stream of every Saturday Qualification Practice in all three of the 125cc, 250cc and MotoGP classes, the Sunday MotoGP Warm Up session and the Sunday races in each class. David McIntosh, Director of Applied Image Recognition Limited, commented: “Dorna Sports’ use of Magellan for MotoGP will give their sponsors new higher levels of accuracy in brand exposure assessment during televised races. We are delighted that this increasingly popular sport is joining the Magellan community of world-wide sports sponsorship analysis and reporting.” Carmelo Ezpeleta, CEO of Dorna Sports, commented: “OmniPerception’s Magellan System allows us to improve the accuracy of our reporting on the data we produce to demonstrate to each of our partners the levels of exposure and return on interest they receive as a result of their presence in MotoGP.” MotoGP is the world’s premier motorcycling championship consisting of 18 Grands Prix around the globe and featuring the world’s top motorcycle manufacturers and the world’s best riders. There are now around 200 countries and territories receiving live or same-day-delayed broadcasts of each Grand Prix, with an average of over 304 million spectators each race weekend. The total annual television audience for MotoGP is over 5,100 million, while more than 50 networks show live or SDD broadcasts of the races. About AIR Applied Image Recognition (AIR), is the exclusive global distributor of OmniPerception’s unique Magellan technology for sports marketing analysis. AIR is now bringing the advanced capabilities of this technology to sponsorship, advertising and brand management customers worldwide. About OmniPerception OmniPerception is one of Britain’s most advanced computer vision company, specialising in unique facial biometric technology and other highly advanced image processing. Originally founded by top research engineers from the University of Surrey’s Centre for Vision, Speech and Signal Processing and still closely linked with the Centre’s innovative output, the company is now established as a leading supplier of facial biometrics and advanced image processing solutions for customers world-wide. Magellan is the world’s leading system for the automated measurement of brand exposure in broadcast streams. It has become the standard for the measurement of sports sponsorship, and is also being used by Government organisations for security applications. About MotoGP MotoGP is the world’s premier motorcycling championship, with a calendar recently expanded to include 18 events across the globe, all bringing together the world’s top motorcycle manufacturers and the top riders in racing today. The sport is a unique combination of the highest level of technology and riding skill, with incredible overtaking manoeuvres, rear-wheel slides, and riders pushing the laws of science and engineering to the very limit. About Dorna Dorna Sports was established in 1988 as an international sports management and marketing company. Headquarters are in Madrid, with offices in Barcelona, London and Tokyo and over 150 dedicated staff. The company is owned by Bridgepoint Capital and its management. Dorna has been the exclusive holder of the commercial and television rights relating to the FIM Road Racing World Championship Grand Prix (MotoGP) since 1992. Dorna’s focus involves a 360° event management philosophy with direct involvement in all areas of the MotoGP World Championship: sporting (Relations with the FIM the championship’s rights owners, local promoters, supervision of technical rules and relations with manufacturers and teams), media (TV production, TV coverage rights and all communications issues of the Championship) and commercial (commercial, licensing and corporate hospitality rights). Dorna also has involvement in other top motorcycling events such as the Spanish National Championship (CEV) and the British Superbike Championship (BSB)