Real Madrid Appoints IMG To Market Digital Overlay
January 8, 2020
Spanish football giant Real Madrid C.F. has announced an exclusive partnership with IMG to commercialise the club’s Digital Overlay® advertising on perimeter boards at the Santiago Bernabéu stadium. The multi-year deal beginning with the current 2019/20 season will also see IMG develop regional partnerships for the club in Asia and North America.
David Hopkinson, Global Head of Partnerships at Real Madrid, commented: “This agreement with IMG is a very exciting development for the Club as Digital Overlay® technology allows partners and advertisers to take advantage of our unmatched international reach, and provides a competitive advantage for brands in key markets around the world. IMG’s extensive global operations will also be invaluable in the development of regional partnerships in key strategic markets across Asia and North America.”
Adolfo Bara, SVP & Managing Director, Football Events, IMG, said: “Real Madrid is one of the most successful and popular clubs in world football and we’re looking forward to leveraging our strengths in Asia and North America to expand its global portfolio of partners.
“The opportunities available for brands via Digital Overlay® technology are endless, allowing geo-localised marketing opportunities, tailored messaging and targeted advertising connected to one of the most watched sports teams globally,” he added. “To ensure we deliver a world class service, IMG will team up with Project 11 who have a proven track record in selling virtual advertising.”
Real Madrid in partnership with AIM Sport has implemented industry-leading Digital Overlay® technology at the Santiago Bernabéu stadium for all LaLiga and Copa del Rey matches. The Digital Overlay® technology allows the club to customise LED perimeter board advertising for each broadcast region, thereby allowing brands to deliver specific messaging to geographically separate audiences.