Television viewers in Europe and the Middle East of selected matches from Spanish soccer’s top-tier La Liga will see targeted pitch-side advertising under a new deal announced on Monday.

Supponor, the sports media and technology company, which provides the advertising solution, has appointed Avcom, the media agency, to sell inventory to brands interested in advertising to regional audiences during the away games of league giants Real Madrid and Barcelona from next season.

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

It was announced last week that Supponor had renewed its deal with Umedia, the Spanish sports advertising agency which is responsible for most of the signage in La Liga, to provide non-domestic digital advertising in live coverage of the Real Madrid and Barcelona away games.

The number of minutes of such advertising in each match will increase from 15 minutes this season to 20 in the 2014-15 campaign.

Supponor chief commercial officer Tony Ragan said: “Our partnership with Avcom opens up two of the most potentially lucrative regions in terms of advertising, and allows brands the chance to target very different TV audiences with a tailored, bespoke message.”

Avcom executive director Scott Taylor said: “We are proud to be one of a select few agencies globally selling digital replacement technology across La Liga on behalf of Supponor. This is a ground-breaking, proven way to reach the huge national and regional audiences watching these great teams compete whilst benefiting from the kudos of association at a fraction of the normal cost of such a campaign.”

Supponor and Avcom have already worked together on campaigns involving the DBRLive technology, including Volkswagen advertising around last year’s international friendly match between England and Brazil at London’s Wembley Stadium.