Perform Content has reinforced its deep relationship with La Liga, the governing body for the top two divisions of Spanish Football, after agreeing to a new video betting rights extension.
The agreement, which commenced at the start of the 2018/19 season, sees Perform Content remain the exclusive La Liga betting video streaming provider until the 2022/23 season.
The deal covers 848 matches per year across La Liga Santander (first division), La Liga 1l2l3 (second division) and Play-offs, which Perform Content will continue to provide to bookmakers and betting customers, outside of Spain, Andorra and MENA. It also represents another key component of Perform Content’s US-cleared video portfolio for betting.
Andrew Ashenden, CCO Perform Content, said: “We are delighted by La Liga’s continued endorsement of our innovative, user-first approach to content for betting.
“La Liga have been a great partner in recognising our track record of video innovation, and we both aspire to continue enhancing the video experience with new features to deepen viewer connection to the game, its teams and players.
“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: “We’re very excited to extend our partnership with Perform Content as we continue to work towards providing our fans with the most complete experience possible.
“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.”
The La Liga Data Centre is jointly led by the league’s governing body and Perform Content, part of a recent branding restructure to better communicate the business assets of the whole organisation.
Consumer focused DAZN, one of two divisions as part of DAZN Group (formerly Perform Group), will be led by original Perform founder Simon Denyer and will comprise the on-demand sports streaming business as well as consumer-facing websites Goal.com, SportingNews and Spox.com.
Meanwhile, the remaining B2B activity, including sports betting data providers Opta and RunningBall – key drivers of the data centre, as well as the Watch&Bet streaming arm, will continue under Perform Content with Ross MacEacharn continuing as chief executive of that business.