Italy: agreement between the Lega Serie A and ISG for the international marketing of virtual mats

The Lega Serie A and the British company ISG (Interregional Sports Group) have reached an agreement for the international marketing of virtual goal mat advertising inlaid on screen during TV broadcasts and visible to the left and right of each goal, according to Italian media on 19/10/2018.

ISG will manage the international marketing of these spaces for 19 of the 20 clubs. Juventus FC will manage its own rights and will thus be able to benefit from its Portuguese international Cristiano Ronaldo and his global audience (being virtual, these spaces can be modified and adapted to each broadcast region).

These advertising spaces (international and national) were directly managed by main sponsor Telecom Italia (TIM) during the 2015-2018 period. In 2018-19, the management of the rights of the 20 clubs of the Serie A TIM is still the responsibility of TIM, for Italy. The agreement with ISG would bring €45m to the Lega Serie A, versus €63m the previous season, according to Italian media (a decrease which can be explained by Juventus which sells its own international rights).

The renewal…