Perform Content, the rebranded business-to-business sports content arm of the international digital media rights group, has announced the extension of its exclusive betting video streaming partnership with LaLiga.
The new contract with the Spanish league came into effect at the start of the 2018-19 season, and runs until the end of the 2022-23 season.
Under the agreement, Perform Content will continue to provide to bookmakers and betting customers outside Spain, Andorra and the Middle East video action from the top-tier LaLiga, second-tier Segunda División and play-offs. This takes in 848 matches per year.
In the new cycle the company is set to expand significantly its related business in USA on the back of this year’s Supreme Court ruling lifting federal restrictions on sports betting.
Perform Content maintains strong data ties with the Spanish league through the LaLiga Data Centre, a joint venture set up to exploit the use of official match data across multiple sectors and channels through the company’s experience in collection, distribution and commercialisation for the media, professional analysis and betting industries.
The initiative makes use of Perform Content’s Opta and RunningBall data brands, while the integrity operations team supports the league in combatting match-fixing and betting fraud through monitoring and intelligence.
Andrew Ashenden, the chief commercial officer of Perform Content, said: “We are delighted by LaLiga’s continued endorsement of our innovative, user-first approach to content for betting.
“LaLiga 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 LaLiga, 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 LaLiga 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.”