Clásico media coverage 'worth over $40m to sponsors'
Spanish soccer’s Clásico between Real Madrid and Barcelona generates over $40 million in media value for its sponsors, according to Nielsen Sports, the sports arm of the US data giant.
The figure was announced ahead of Sunday's next meeting at Real's Santiago Bernabeu stadium.
It is claimed that last December’s 1-1 draw between the two rivals in Barcelona generated an estimated $42 million for sponsors, with the television broadcast accounting for 60 per cent ($26.8 million) of the media value.
The game’s other sources of media value included sports panel and news coverage ($9.4 million), social media ($5.1 million) and print and online coverage ($3.2 million).
In USA alone, an average of 1.4 million viewers watched the last game on the BeIN Sports pay-TV service.
In terms of social media, there were a record 1 billion impressions and 26 million engagements worldwide.
Max Barnett, head of digital at Nielsen Sports, commented: “The analysis highlights the importance of social media for an away team as a tool to generate value for partners when there is no possibility for exposure through traditional in-stadium advertising.”
LaLiga has estimated there will be a record potential global audience of 650 million for this weekend's Clásico, with live coverage provided by more than 50 broadcasters in over 185 countries.
Last year, Barcelona secured a five-year extension of their kit deal with US sportswear giant Nike, which comes into effect in the 2018-19 season, and is worth around €155 million ($164 million) per annum in fees and royalties, while Rakuten, the Japanese e-commerce company, has signed up to replace Qatar Airways as the shirt sponsor in 2017-18, in a four-year, €220-million deal.
Real Madrid’s main sponsors are Adidas, the German sportswear giant, and Emirates, the Dubai-based airline.