Real Madrid CF: a partnership with IMG for the installation of geo-localised virtual advertising

IMG, a media and marketing rights agency belonging to the Endeavour Group, has become an exclusive partner of Real Madrid CF (LaLiga Santander) for the marketing of geo-localised virtual advertising on signage at the Santiago Bernabéu (80,000 capacity), announced Project11, a London-based sports marketing agency, and IMG's partner in this agreement, on 08/01/2020.

This multi-year collaboration, which begins in 2019-20, will also see IMG develop new regional partnerships for the club in Asia and North America. Using AIM Sport's digital overlay technology, Real Madrid has the ability to customise advertising on the stadium's LED signage for each broadcast region during LaLiga Santander and Copa del Rey matches, allowing brands to offer specific messages to geographically separated audiences.

While AIM Sport has partnered with Real Madrid (as well as Paris Saint-Germain, Ligue 1 Conforama) to supply the club with its digital overly technology, LaLiga has signed an agreement with Supponor a "rival overlay company," said Project11. Since 2014, Spanish clubs have been able to offer…