La Liga extends Perform Content video betting deal

DAZN Group agreement covers 848 games per year from country’s top two tiers.

La Liga extends Perform Content video betting deal

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La Liga, the governing body for the top two leagues of Spanish soccer, has extended its exclusive betting partnership with Perform Content.

As part of the deal, the DAZN Group-owned Perform Content will remain as the exclusive betting video streaming provider for both La Liga Santander – the top tier, as well as Segunda División, with the agreement lasting through the 2022/23 season.

The arrangement will include rights to provide bookmakers and betting customers outside of Spain, Andorra and the MENA region with coverage of 848 matches per year from the top two tiers, as well as end-of-season promotion play-off matches.

Andrew Ashenden, chief commercial officer at Perform Content, said: “We are delighted by La Liga’s continued endorsement of our innovative, user-first approach to content for betting.

“Recent initiatives like custom audio commentaries, provision of deep player statistics and data analytics are prime examples of how we create a more immersive video experience for bettors, and we are excited about what will come next for them from our extended partnership.”

Melcior Soler, audiovisual area director of La Liga, added: “At La Liga we are committed to using the latest video and analytical innovation wherever possible and Perform Content’s initiatives in this field will put us in a position to maximise our streaming capabilities in key markets well into the next decade.”

Meanwhile, Japanese automaker Mazda has renewed its deal to remain as the official vehicle of La Liga Santander and Segunda División. As a result, the company's branding will appear in stadia, La Liga media and on online platforms.