By Paul Nicholson
July 15 – The Spanish TV market is hotting up as the country’s power clubs and La Liga push the Spanish brand harder in international broadcast markets. Global sports marketing agency IMG has picked up the sales and distribution rights to Barcelona’s TV channel in a three-year deal licensed to them by Spain’s telecommunications giant Telefónica.
Telefónica on Monday signed a €600 million domestic broadcast deal for La Liga for the upcoming season, in what is landmark deal for Spanish football as it is the first time that the clubs have sold their rights collectively.
This deal will increase the revenue share throughout the league and is expected to increase the competitiveness of the clubs in the bottom half of the Primera who battle to afford the very top players. It is expected this will in turn improve the TV product and its competitiveness in international TV markets.
The Spnish superpowers of Real Madrid and Barcelona are already well established in international markets, and the Barça TV channel has been represented by IMG before, from 2006-10.
Telefonica, which will continue to produce the two weekly blocks of three-hour programming for the 52-week schedule, has passed on the distribution rights to IMG for international sales.
The TV platform has strategic value for Telefónica in its global markets. Sergio Gil of Telefonica said: “The distribution of Barça TV is one of the most important points in the recent agreements between F.C Barcelona and Telefonica, with an emphasis on the international outreach of the club, especially in Telefonica’s natural markets.”
For its part IMG is excited to be back selling the channel. Enric Rojas, Director of IMG Media Spain and Portugal, said: “FC Barcelona is undoubtedly one of the most successful clubs and brands in the world and our aim will be to continue to grow and maximise exposure across all platforms.
“Having won the treble last season – the Champions League, La Liga and Copa del Rey – they are the best club side in world football at the moment, and the talent within the team through the likes of Messi, Neymar and Suarez is a very compelling watch week in and week out. It’s exciting for us to once again be involved and we are looking forward to a fruitful relationship.”
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