Real Madrid Deploy Digital Overlay Advertising With IMG and Project11

Project 11 has teamed up with IMG to deliver Digital Overlay Advertising at Real Madrid home matches.

Spanish giants Real Madrid has signed up the IMG agency on an exclusive basis to sell the club’s digital overlay advertising on perimeter boards at the Santiago Bernabéu stadium.

The multi-year deal with the Endeavor-owned agency starts this season and also allows IMG to develop regional partnerships for the club in Asia and North America.

The deal marks the first time that IMG has represented a football club in its digital overlay sales and will allow IMG to source brands for virtual perimeter advertising that are not sponsors of the club, as well as new sponsors, for all LaLiga and Copa del Rey matches at the Santiago Bernabéu.

Adolfo Bara, SVP and 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.”

Real Madrid has teamed up with AIM Sport to implement the overlay technology. Rival overlay company Supponor supplies the technology for LaLiga.

Image: PA Images