LaLiga TV body renews deal with Grupo Mediapro as international AV agency

Photo: Joan Valls/Urbanandsport/NurPhoto via Getty Images

The supervisory body for the management of LaLiga’s audiovisual rights has approved the renewal of Grupo Mediapro as international audiovisual agency for a period covering the remaining year of the current contract plus a further five years.

The proposal, which was unanimously approved in the delegate commission, was supported by a large majority of the members of the TV supervisory body.

The renewal, which considerably improves the current commercial conditions, is confirmation of the international growth plan projected by LaLiga, which will have Mediapro as an agency in all territories except MENA and North America, where LaLiga already has regional partners.

With this agreement, LaLiga expects to continue to grow steadily over the next six years in the territories covered by the new international agency contract.

As a result of the internationalisation work carried out by LaLiga in recent years, it benefits from better conditions regarding international agency fees, meaning lower variable remuneration for the agency and therefore lower absolute values, which ultimately results in more favourable conditions for LaLiga.

The new agreement establishes a medium-term strategy in which LaLiga will lead the aspects related to audiovisual strategy, market analysis, deadlines for entering each of the markets, etc, either directly or through the group’s subsidiary companies. This work will be carried out in co-ordination with Mediapro Group as an international audiovisual agency.

In addition, LaLiga, through its delegate commission, has agreed to set up a 50% joint venture with Ocho Sport Advisors, led by Simon Denyer, to work together on LaLiga’s audiovisual strategy, which will involve a transformation of the global strategy on a national and international level.

The joint venture, named Peak, will draw on the expertise of Denyer, former CEO of DAZN and Perfom, as well as his experience in leading some of the biggest shifts in the commercialisation of sports rights, through innovations in digital, data-driven and OTT strategies.