Real Madrid hand IMG digital boards sales brief

Real Madrid hand IMG digital boards sales brief
Spanish soccer giants Real Madrid have announced an exclusive partnership with agency giant IMG to commercialise the club’s digital perimeter board advertising at their Santiago Bernabéu stadium.

The multi-year deal, beginning with the ongoing 2019/20 season, will also see IMG develop regional partnerships for the club in Asia and North America.

Utilising AIM Sport’s Digital Overlay technology, Real have the capability to customise LED perimeter board advertising for each broadcast region during La Liga and Copa del Rey matches, allowing brands to deliver specific messaging to geographically separate audiences. IMG, alongside partner Project 11, will work to maximise that opportunity.

David Hopkinson, Real Madrid’s Global Head of Partnerships, said: “This agreement with IMG is a very exciting development for the club as Digital Overlay technology allows partners and advertisers to take advantage of our unmatched international reach, and provides a competitive advantage for brands in key markets around the world.

“IMG’s extensive global operations will also be invaluable in the development of regional partnerships in key strategic markets across Asia and North America.”  

Adolfo Bara, IMG’s Soccer Events Managing Director, added: “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.

“To ensure we deliver a world class service, IMG will team up with Project 11 who have a proven track record in selling virtual advertising.”

Related Articles

Share On


The latest commerical details, groundbreaking interviews and industry analysis, free, straight to your inbox.

SoccerExpert Signup

Sign up today to receive the newsletter.

Soccerex Reports

Soccerex 20 under 21

With the increasing value being attributed to young players, this report provides insight into the hottest prospects on the market.

Football Finance

Soccerex Football Finance 100 is an exclusive annual report that compiles a ranking of the world’s most financially powerful clubs.



Follow us on twitter to receive our latest market insight, industry interviews and news about our upcoming events.

Would you like to see Soccerex's content opportunities? Click here