Sports media agency Mediapro will continue to distribute the international rights of Spanish soccer’s top-tier LaLiga through the 2028-29 season after striking a new five-year agreement.
The new deal, which starts with the 2024-25 season, covers all regions except North America and the Middle East and North Africa, where LaLiga already has contracts in place with regional partners Relevant Sports and Galaxy Racer, respectively.
Go deeper with GlobalData
The extension builds on a previous five-year partnership between the pair running from 2019-20 to 2023-24, which guaranteed LaLiga €4.485 billion ($4.95 billion) in revenue over the term of the contract, up 30% on its previous three-year deal with the agency.
LaLiga did not specify the financial details of the new agreement but said it “considerably improves the current commercial conditions and supposes the ratification of the international growth plan.”
It added that it “expects to continue to grow steadily over the next 5+1 years in the territories covered by the new international agency contract.”
The agreement adds to Mediapro’s involvement with LaLiga, which includes a deal for free-to-air rights in Spain running from 2022-23 to 2024-25. That deal, worth slightly less than €14 million sees the agency air one match per week on its sports channel Gol, as well as highlights.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataAs part of its international growth plan, LaLiga also announced it will launch a joint venture with sports agency Ocho Sports Advisors (OSA), which will be led by Simon Denyer.
Denyer is the founder of OSA and previously worked as the chief executive of subscription streaming service DAZN and sports agency Perform.
The company, called Peak, will see LaLiga and OSA “work tougher on LaLiga’s audiovisual strategy, which will involve a transformation of the global audiovisual strategy on a national and international level.”
LaLiga said: “As a result of the internationalization work carried out by LaLiga, brand recognition, and the potential for audiovisual growth, LaLiga 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 favorable conditions for LaLiga.
“The new agreement establishes a medium-term strategy in which LaLiga will lead the aspects related to the audiovisual strategy, market analysis, and deadlines for entering each of the markets either directly or through the group’s subsidiary companies.”
LaLiga has ramped up its efforts to broaden its brand internationally since centralizing the sale of its broadcast rights in 2016, revamping the distribution of profits between clubs, and kicking off a new era of branding for the league.
Since then, a flood of new projects have followed, including an attempt to play competitive games in the US. However, its most successful project to date has been the launch and growth of LaLiga Global Network , which has seen representatives scattered all over the world since its launch in 2017.
In total, LaLiga’s international efforts pan 90 countries, including 12 offices in key locations and two joint ventures in the United States and China – two of LaLiga’s top-priority markets overseas.
