ISG nets LaLiga virtual ad deal

Sports media company Interregional Sports Group (ISG) has agreed a three-season deal with the Mediapro agency to acquire the rights for virtual perimeter and virtual goal-side advertising from high-profile games in LaLiga, the top division of Spanish club football.

The package of 53 games will all feature either Barcelona, Real Madrid or Atlético Madrid with multi packaged geo-targeted broadcast feeds being distributed around the world.

The agreement between Mediapro and ISG runs until the end of the 2021-22 season and will allow brands to select the regional markets in which their advertising appears.

London-headquartered ISG will be working with its preferred partner agencies, Lagardère Sports and Sportseen, on the sale and distribution of these rights.

“We are delighted to have strengthened our virtual rights portfolio adding LaLiga to the assets we already operate extensively in Serie A and Formula One,” Tony Ragan, joint chairman of ISG, said.

“We were instrumental in the creation of this rights package back in 2011 and so are very excited at the prospect of taking them to market again for the next three seasons and beyond.”

Julian Fernandez, commercial director of Mediapro Media, added: “They understand the value of LaLiga and the importance of building strong relationships with brands in each of the regions. We see this as a re-setting of these markets and are very excited about what can be achieved.”

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