September 18: Mediapro has secured the rights to national and international LED perimeter boards for 34 LaLiga: 16 clubs from the 20-team LaLiga EA Sports first division and 18 from the 22-team LaLiga Hypermotion second division.
Mediapro will sell advertising through two channels in what the agency says significantly increases international advertising and sponsorship opportunities for clubs, “connecting them with global audiences in a truly unique way”. Using digital overlay technology, the boards can carry different advertisers in different international markets.
Mediapro said it will “continue to push to optimize and improve advertising performance for sponsors, offering brands and products a variety of ways to be featured during LALIGA broadcasts.”
LaLiga’s top tier generated a cumulative television audience of 288 million last season, while the two leagues together set a combined record of 17,535,164 viewers during the season.
LaLiga Hypermotion saw its strongest television audience in four years, with more than 27.6 million cumulative viewers in Spain, up 59% on the previous season.
Mediapro is not new to the ad sales business with over 12 years managing virtual advertising in LaLiga stadiums.
LaLiga does not break out revenue from its LED perimeter boards in its end-of-season figures, but its latest figure for commercial revenue (sponsorship, licensing and advertising) came in at €1.58 billion. Broadcast rights generated €1.87 billion and overall LaLiga revenue reached a record 5.46 billion euros, a year-on-year increase of 8.1%.
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