Supponor link-up extends La Liga billboard rights

Digital Billboard Replacement specialist Supponor has extended its deal to bring guaranteed targeted pitch-side advertising to global audiences from some of the key games in Spain’s La Liga BBVA. Supponor’s technology DBRLive has advanced the perimeter advertising model by connecting global sport and local audiences. TV viewers watching the same game live in different countries can see digitally-replaced billboard ads tailored specifically to them.

From next season, Supponor will show a guaranteed 20 minutes of its virtual perimeter advertising in agreed televised La Liga games, under a new deal secured with sports advertising agency Umedia. The new rights deal grants Umedia, which controls much of the signage in La Liga, and its partners Supponor, the chance to guarantee non-domestic TV publicity to brands.

Together they now offer up to 20 minutes of guaranteed non-domestic TV advertising, up from 15 minutes for the current season, in live broadcast feeds from Real Madrid and FC Barcelona’s La Liga away games.

Tony Ragan, Supponor’s CCO, said: “We are delighted to have renewed and extended our partnership with Umedia. The agreement reflects the value in terms of commercial opportunities which DBRLive presents to commercial football.” Julián Fernández, director general of Umedia, said: “Supponor’s DBRLive technology is leading the way in offering new targeted advertising solutions to our client brands worldwide. We work hard to deliver cost-effective advertising and DBRLive has opened up a new regionalised TV advertising market, which is a valuable addition to our inventory.”

DBR Live works equally well at both indoor and outdoor events, and integrates host broadcaster facilities at each event. It has been used in broadcasts from major stadiums worldwide. Broadcast partners include La Liga, England’s Football Association for England internationals at Wembley and Italy’s Serie A