Santiago Bernabéu Stadium before Real Madrid’s UEFA Champions League game against Borussia Dortmund in December 2017. (Getty Images) Marketer will sell digital overlay ads for stadium videoboards, pursue regional sponsors IMG will manage Real Madrid’s digital overlay advertising on perimeter videoboards at the club’s Santiago Bernabéu stadium under an agreement announced Wednesday. The deal also gives IMG the role of developing regional partnerships for the club, a soccer powerhouse in Spain’s La Liga, in North America and Asia. The digital overlay strategy allows Real Madrid, using technology from AIM Sport, to customize the LED boards’ advertising for individual broadcast regions, opening up the potential for brands to tailor messages to different geographic audiences.  “You are creating this virtual advertising for a specific market,” said Adolfo Bara, senior vice president and managing director of football events at IMG, a subsidiary of Endeavor, a global entertainment, sports and content company. “You need […]
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