Supponor, the sports media and technology company, has extended its deal to provide targeted pitch-side digital advertising from some of the big matches in Spanish soccer’s top-tier La Liga.

London-based Supponor’s DBRLive technology enables dedicated billboard advertising to be shown to television audiences in different countries, generating extra revenues for the home club.

Under the renewal with Umedia, the Spanish sports advertising agency which is responsible for most of the signage in La Liga, Supponor will, from next season, offer up to 20 minutes of guaranteed non-domestic television advertising in live coverage of the away matches of league giants Real Madrid and Barcelona.

This compares with 15 minutes of such advertising in these matches in the 2013-14 campaign.

Real Madrid and Barcelona are the most successful and popular clubs in La Liga and their matches are televised live in countries around the world. The Supponor technology enables viewers in foreign markets to see perimeter board advertising particularly tailored to them.

The company’s other partners include England’s Football Association for international matches at Wembley and Italy’s top-tier Serie A.

Supponor chief commercial officer Tony Ragan said: “We are delighted to have renewed and extended our partnership with Umedia. The agreement reflects the value in terms of commercial opportunities which DBRLive presents to commercial football.”

Julián Fernández, director general of Umedia, added: “Supponor’s DBRLive technology is leading the way in offering new targeted advertising solutions to our client brands worldwide. We work hard to deliver cost-effective advertising and DBRLive has opened up a new regionalised TV advertising market, which is a valuable addition to our inventory.”

Sportcal