La Liga extends relationship with ISG for virtual advertising

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La Liga has announced that they will continue to push geo-targeted broadcast distribution around the world. For the same, league’s global rights agency Mediapro has extended the relationship with UK-based marketing company, the Interregional Sports Group (ISG). Mediapro has agreed a three-season extension to its deal with ISG to distribute virtual advertising from high-profile La Liga matches.

The agreement, which runs until the end of the 2021/22 campaign, includes 53 games from Spanish soccer’s top flight featuring either Barcelona, Real Madrid or Atletico Madrid, and will allow brands to select the regional markets in which their advertising appears.

Julian Fernandez, MediaPro’s commercial director, said: “We have worked successfully with ISG across a number of rights packages in recent years and believe they are the right partner to manage and deliver our virtual services.

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“They understand the value of La Liga and the importance of building strong relationships with brands in each of the regions. We see this as re-setting of these markets and are very excited about what can be achieved.”

Tony Ragan, ISG’s joint-chairman, said: “We are delighted to have strengthened our virtual rights portfolio adding La Liga to the assets we already operate extensively in Serie A and Formula One. “We are world leaders in the sale and delivery of virtual advertising and have a proven track record of enabling brands to access their target markets through premium sports events.

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“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.”

ISG will continue to provide virtual advertising along the perimeter and alongside the goals during live broadcasts, which form part of its multi-packaged geo-targeted broadcast distribution around the world.

Meanwhile, La Liga’s marketing partners, Mediapro has also decided to enter into sales and distribution relationship with Media agencies Lagardere Sports and Sportseen and they will assist with the sale and distribution of these rights.

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