The LFP, French soccer’s professional governing body, has announced a deal with Interregional Sports Group (ISG), the UK-based global agency.
Through the tie-up between the LFP Media division and ISG (which has been owned by TGI Sport and Bruin Capital since 2022), virtual advertising will become available in the top-tier men’s Ligue 1 competition from the start of 2023-24.
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ISG will use Supponor Air technology across Ligue 1 games to produce at least three distinct broadcast feeds. These will operate across Asia, the Americas, Europe, the Middle East, and Africa (EMEA). This latter feed will exclude France.
ISG will be responsible for selling part of this LED inventory to its advertising clients.
The LFP has said that the agreement means Ligue 1 and its 20 member clubs "will be able to provide to international brands a 360-degree partnership package that includes dedicated media visibility on specific markets.”
Benjamin Morel, LFP Media’s chief executive, said: "Thanks to the unique integrated skills provided by ISG/TGI Sport, the league and clubs’ partners will be able to adapt their messages depending on the territory where the fixtures are broadcast.
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By GlobalData“It’s an important milestone in our international development strategy and our capacity to generate new revenues outside of our borders.”
Tony Ragan, chief executive at ISG, added: “We were instrumental in the creation of the very first virtual rights in European soccer, back in 2011 and we still work exclusively with those initial partnerships.
"Therefore, we are very excited at the prospect of beginning a new journey with another of the top European leagues. Like every other partnership we have, we expect Ligue 1 to grow from strength to strength.”
Bruin acquired ISG in September last year, through advertising and broadcast technology specialist TGI Sport.
Founded in 2015, ISG is a market leader in the content creation, distribution, and rights sales of virtual media, with its clients including Serie A (Italy) and LaLiga (Spain), as well as motor racing’s Formula 1 series.
Aside from its head office in London, ISG also operates a remote operational center in Milan, Italy.
LFP Media, meanwhile, was officially unveiled in April, as a commercial arm to handle media rights for Ligue 1. It is 13%-owned by private equity firm CVC Capital Partners.
