LaLiga has entered into a partnership with real-time on-screen interactive experience company Play Anywhere to offer football fans more interactive experiences while they’re watching the league’s football matches.
The deal covers LaLiga’s live games, video on demand (VoD), and highlight clips, and facilitates the granting of an extension of rightsholders’ media rights so that they and their distribution channels can enable interactive experiences associated with LaLiga content and generate new revenue streams, said LaLiga.
It means broadcasters and LaLiga’s own VoD platform can generate revenue via sponsorships, advertising, e-commerce and where permitted gaming advertising and affiliate fees.
For fans, Play Anywhere’s AI engine will enable broadcasters to offer real-time interactivity, including personalised gaming and e-commerce opportunities, said LaLiga. Among its feature rich capabilities, Play Anywhere enables sponsors to associate their brand with a “magic moment” in the sporting action related to an athlete, team or league event.
Speaking about the deal, Óscar Mayo, executive director of LaLiga said, “We are very excited to partner with Play Anywhere. We are impressed with their sophisticated field-tested and cutting-edge clearinghouse platform and creative approach to identifying new revenue streams, and to compensating every participating stakeholder in the sports broadcast and streaming ecosystem.”
Pete Scott, chief strategy officer of Play Anywhere, added: “We are honoured to partner with one of the premier sports leagues in the world. We are excited to explore new ways to engage and provide interactive experiences to sports fans, while utilising our patented technology to generate new revenue for every participant in the broadcast and streaming value chain. Our goal is to enhance the sports lover’s excitement with every ‘magic moment’ and create a long-lasting relationship between the fan and the league.”