Mediapro has secured the domestic and international LED perimeter advertising rights for 34 LaLiga clubs, expanding its role in the commercial exploitation of virtual advertising across Spain’s top two divisions. The agreement covers 16 of the 20 clubs in LaLiga EA Sports and 18 of the 22 teams competing in LaLiga Hypermotion. Mediapro will commercialise…
As sports programming continues to expand across television channels and streaming platforms, fans are increasingly struggling to find the live events they want to watch. A new global study from Gracenote, Nielsen’s content intelligence business, found that 85% of sports fans want their TV home screens to display upcoming games and competitions involving their favourite…
The Bundesliga and Electronic Arts have extended their long-standing licensing partnership, ensuring Germany’s top two professional leagues will continue to feature in EA Sports FC. Under the renewed agreement, the Bundesliga and Bundesliga 2 will retain licensing rights covering clubs, players and stadiums in both EA Sports FC 27 and FC Mobile. The partnership, which…
FIBA has signed a three-year partnership with L1VE that will allow fans to purchase virtual tickets and experience 3×3 basketball from a courtside perspective through VR headsets. The agreement covers the FIBA 3×3 World Tour, FIBA 3×3 Women’s Series and FIBA 3×3 World Cup, with the partnership set to begin at the World Tour event…
Al-Nassr has signed a strategic partnership with Saudi artificial intelligence company Humain, combining a new shirt sponsorship agreement with plans to deploy AI technology across the club’s commercial and sporting operations. The Saudi Pro League champions, home to Cristiano Ronaldo, will feature Humain as their new official main sponsor during the current season. The company…
LaLiga will become the first national football league to deploy Connected Ball technology across every match, beginning with the 2026/27 LaLiga EA Sports season. Developed in partnership with Puma and Kinexon, the system will support officiating while also creating a new commercial data product for the league. A radio-frequency sensor embedded inside the official Puma…
German media and technology company Axel Springer is expanding its digital sports portfolio with a majority stake in Brazilian football app Futez and an investment in Israeli sports technology company Marquee. The moves will strengthen the international digital sports offering of the company’s BILD Group, which includes brands such as SPORT BILD, Transfermarkt and TorAlarm….
Sports data and technology company Genius Sports has signed a new agreement with prediction market platform Kalshi, expanding its presence in the rapidly growing sports prediction sector. Under the partnership, Genius Sports will provide Kalshi with official data from several major football competitions, including the Premier League, Serie A, Ligue 1, Liga MX, and the…
LaLiga has outlined its ambition to become a global sports technology leader, describing itself as a “Tech Powerhouse” in a new report that details its transformation from a football competition into a technology-driven organization. In the report, titled “Trends, Innovation and Technological Transformation from LaLiga’s Perspective,” the Spanish league says it has evolved from an…
LaLiga has unveiled Tech Powerhouse 2026, a new annual observatory focused on technology, artificial intelligence and innovation in football, developed in partnership with consultancy 380AMK. The report examines the technologies expected to reshape football over the next decade, drawing on more than 50 industry and economic reports, 22 expert interviews, and a benchmarking study of…
