The Spanish top-tier football league, LaLiga has inked a partnership renewal with a Spanish multimedia communications group, Mediapro.
In a pact that runs through the end of the 2028/29 season, the league retained Mediapro as its international audiovisual agency.
The renewal’s financial details were not disclosed, however, LaLiga claims that it considerably enhances the current business conditions and mirrors LaLiga’s international growth ambition. According to 2Playbook, the recent deal represents a significant reduction in the fee levied by Mediapro.
Currently, the agency sells LaLiga’s overseas rights through 2024 in an agreement worth €897 million (US$989 million) per season.
The new deal would profit LaLiga from improved circumstances for international agency payments, citing the league’s own attempts to increase brand recognition and media operations in other countries. Moreover, the latest agreement with Mediapro will develop a medium-term strategy in which the league would lead in areas such as audiovisual strategy, market analysis, and market entry dates.
The reworked agreement with Mediapro covers all worldwide areas except the Middle East and North Africa (MENA) region and North America, where LaLiga currently has regional sales partners. Last year, LaLiga agreed to a 15-year partnership with Dubai-based esports and gaming group Galaxy Racer (GXR), which includes MENA and the Indian subcontinent. GXR and LaLiga each own 50% of the joint venture (JV), which is expected to generate over €3 billion (US$3.3 billion) in revenue.