Lega Serie A: renewal of agreement with ISG to display location-based advertising at matches

Lega Serie A has renewed its agreement with British company ISG (Interregional Sports Group) for the display of geolocated virtual advertising at matches organised by the Italian governing body, announced following its general meeting on 26/02/2024. According to Italian media reports, the agreement will cover five seasons (2024-2029).

ISG has been responsible for marketing these areas since the 2018-19 season. The agreement covers the 20 clubs competing in the Italian league, covers "all 380 Serie A TIM matches" and for the first time includes the same rights for the Coppa Italia Frecciarossa (from the Round of 16 onwards) and the EA Sports Supercup.

TGI Sport, which acquired ISG in 2022, has also partnered with the Ligue de Football Professionnel (since 27/06/2023) and the Real Federacion Espanola de Futbol (since 20/02/2024) to market similar rights.