London-based Interregional Sports Group (ISG) has renewed its Serie A International Presenting Sponsor rights in a deal which it claims has seen the Italian league’s broadcast sponsorship value more than double.
It follows a doubling in the value of Serie A’s international broadcast rights since the rightsholder began its relationship with ISG in 2015, which saw the introduction of a new approach to in-event branding in the league.
Under the new, three-year agreement, ISG will continue to deliver a combination of sponsored match graphics, virtual goal mat advertising, and digital and local activation in the Americas, Europe, MENA/Africa and Asia. Sponsorship will be tailored to meet the different needs of brands across the four regions.
ISG’s executive chairman Simon Burgess commented on the renewal, saying: “This increase in revenues from an asset that we created for the league is clear evidence of the success of ISG’s strategy of using virtual and regionalising technology to generate added value for rights holders and vastly improved ROI for brand partners and advertisers.
“The increase in audience figures, the new broadcast agreement with ESPN for the USA, IMG’s launch of Serie A Pass and not to mention the arrival of Cristiano Ronaldo are all great signs of Italian football’s standing on the global stage. We are excited to be part of that growth.”
Broadcast technology specialist ISG has developed a strong presence in European football, working across the five top leagues as well as with UEFA.
It follows the growth of the broadcast sponsorship market in tandem with developments in virtual advertising tech.
Serie A has revealed a flurry of new international broadcast rights deals since the arrival of Cristiano Ronaldo at Juventus this summer from Real Madrid. Meanwhile the Spanish side played its first home game of the new season at the weekend to a crowd of 48,446, representing a nine-year low.