TelevisaUnivision, the US-based Spanish-language media giant, has partnered with technology firm Genius Sports to add visual graphics, in-game data, and sponsorships within its live coverage of Mexican soccer’s top-flight Liga MX.
Under the partnership, TelevisaUnivision will utilize the AI-powered Genius Sports Moments engine to embed insights and visuals into its live broadcasts, including in-game outcomes and player milestones.
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More significantly, the technology will also be used to create real-time triggers, allowing brands to advertise during key moments of a live game – unlocking a new commercial opportunity for Liga MX, which is the most-watched soccer league in the US, according to Nielsen.
The new sponsored broadcasts will start with TelevisaUnivision’s coverage of Toluca FC v Atlas FC on September 12, with three more enhanced games featured during the weekend.
Andrew Captan, executive vice president of US sports sales at TelevisaUnivision, said: “We’re excited to officially launch our partnership with Genius Sports, bringing live insights directly into our leading Liga MX broadcasts.
“As the league commands massive viewership on our networks and platforms, this presents a unique opportunity to deepen fan engagement among US Hispanic audiences and drive innovative value for our advertisers.”
The partnership builds on Genius Sport’s partnership with Liga MX, struck in May, which sees the GeniusIQ data and AI platform deployed at all 18 Liga MX stadiums to capture data points across every game.
The data points form the foundation of the new enhanced broadcasts, with GeniusIQ able to read, understand, and predict live gameplay.
Genius also powers enhanced broadcasts of the NFL, Premier League, Ligue 1, and more globally.
TelevisaUnivision, meanwhile, has a long-standing relationship with Liga MX and has aired matches in the US for more than 35 years.
Under its current partnership, TelevisaUnivision holds exclusive commercial rights to Liga MX in the US and globally (excluding Mexico), with the broadcaster acting as the sales agent for brands looking to partner with Liga MX through IP-driven media, experiential offerings, and retail activations, becoming a “one-stop shop” for businesses to tap the property in the US.
TelevisaUnivision also holds media and streaming rights to broadcast over 220 regular-season and playoff matches, which air across its linear networks including Univision, UniMas, TUDN, and its streaming service, Vix.
Liga MX clubs sell their broadcast partnerships on an individual basis, and the company holds rights to 13 out of the 18 clubs in the league.
The broadcaster has a sublicensing deal in place with CBS for English-language rights to broadcast at least 40 regular-season and Liguilla matches on CBS Sports Network and CBS Sports Golazo Network.
