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Mediapro gains power over VAR brand in Europe

Spanish agency Mediapro has served notice to step up its business in the video assistant referees market for football after registering the ‘VAR’ phrase as a brand throughout Europe, according to the La Informacion website.

La Informacion said Mediapro first registered the brand in January and received the green light to proceed by the European Union Intellectual Property Office on May 31 after no complaints were raised.

The registration has reportedly been granted in two versions, one featuring Mediapro’s logo, and another without. The agency has 10 years in which to utilise this privilege.

Mediapro is set to supply the VAR system for LaLiga. In March, the organising body of the top two divisions of Spanish football confirmed plans to introduce the VAR was system into its top division. LaLiga had hitherto been the only league out of Europe’s top five competitions to have resisted the use of goalline technology, but president Javier Tebas had previously said it would go one step further by utilising the VAR system from the 2018-19 season.

LaLiga has agreed with the Spanish Football Federation (RFEF) to introduce VAR in the top division from next season. Mediapro was selected to deliver the technology behind the system, with LaLiga to bear responsibility for the cost of implementing it.

La Informacion added that Mediapro has also won the contract to deliver VAR for Portugal’s Primeira Liga, as well as Liga MX, the top division of Mexican club football.

VAR is currently being utilised for the first time at a Fifa World Cup during the ongoing tournament in Russia.

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