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 advertising inventory across two broadcast feeds, allowing different brands to appear on perimeter boards depending on the market in which a match is being viewed.
The technology creates additional international inventory for clubs by enabling geographically targeted advertising during the same live broadcast. For sponsors, the model provides an opportunity to tailor campaigns to specific territories while using the global reach of LaLiga competitions.
Mediapro said the company will continue to develop its virtual advertising technology to improve the performance of advertising campaigns and provide brands with different opportunities to appear during LaLiga broadcasts.
The commercial opportunity comes against a significant audience backdrop. LaLiga’s top division generated a cumulative television audience of 288 million last season, while LaLiga EA Sports and LaLiga Hypermotion together recorded 17,535,164 spectators in stadiums.
LaLiga Hypermotion also recorded its strongest television audience figures in four years, with more than 27.6 million cumulative viewers in Spain, representing a 59% increase from the previous season.
Mediapro already has more than 12 years of experience managing virtual advertising at LaLiga stadiums. The latest agreement further extends its position in the commercialisation of digital perimeter inventory across the competition.
LaLiga does not separately disclose revenue generated from LED perimeter advertising. Its wider commercial revenue, covering sponsorship, licensing and advertising, reached €1.58 billion in its latest figures, while broadcast rights generated €1.87 billion.
Overall LaLiga revenue reached a record €5.46 billion, up 8.1% year on year.
The expansion of virtual perimeter advertising highlights the growing value of broadcast technology as a commercial rights tool, allowing clubs and leagues to create additional sponsorship inventory without changing the physical matchday environment.