September 10: TelevisaUnivision’s coverage of Mexico’s Liga MX in the United States will be enhanced through a new partnership with Genius Sports, featuring live graphics, in-game data enhancements and new sponsorship options.
The Spanish-language giants will use the AI-powered Genius Sports Moments engine to provide viewers with an enhanced experience, from game results to player milestones.
The technology should provide greater business value for coverage. The real-time triggers will allow brands to advertise during the most important moments of a live match, in turn accelerating revenue streams for Liga MX, the most watched soccer league in the US according to Nielsen.
Sponsored broadcasts begin with Toluca against Atlas on September 12, with three more matches set to showcase the new partnership in action.
TelevisaUnivision’s vice president of U.S. sports sales, Andrew Captan, framed it around the audience. “Because the league has a massive audience across our networks and platforms, this presents a unique opportunity to deepen fan engagement among US Hispanic audiences and drive innovative value for our advertisers,” he said.
It builds on Genius’ May deal with Liga MX, which put its GeniusIQ platform in all 18 stadiums to capture match-by-match data. This data underpins the enhanced broadcasts, with the system able to read, understand and predict the live stream. Genius also powers NFL, Premier League and Ligue 1 coverage.
TelevisaUnivision has broadcast Liga MX in the US for more than 35 years, has exclusive commercial rights outside of Mexico, acts as brand sales agent and offers more than 220 games on Univision, UniMás, TUDN and the Vix streaming service. It has the rights to 13 of the 18 clubs, with a sub-licensing agreement that sends English-language games to CBS.
Contact the writer of this story, Nick Webster, at (email protected)
