Perform Group has joined forces with LaLiga, the organising body for the top two divisions of Spanish football, on a new venture to maximise the use of match data across multiple sectors and channels.
Jointly led by Perform and LaLiga, the new LaLiga Official Data Centre will run as part of a five-year agreement between the two parties, beginning in the 2017-18 season and running through to the 2021-22 campaign.
LaLiga will now be able to utilise Perform’s sports data collection, distribution and commercialisation expertise in the media, professional analysis and betting sectors, via Perform’s Opta and RunningBall data brands.
Perform said the new deal will enable LaLiga to facilitate innovation across broadcast graphics and production workflows, as well as develop digital data visualisations, fantasy and gaming concepts, and support efforts regarding data editorial and performance data analytics.
Opta will provide accurate and granular match data to power various LaLiga channels, while the Opta team will also continue to experiment with in-game data and develop new metrics to offer more fan engagement opportunities.
In addition, from the perspective of bookmakers, the partnership will provide exclusive official accreditation for the RunningBall network of qualified scouts in all stadiums across the Liga Santander, Liga 1|2|3, Copa del Rey, Supercopa de España, Second Division B, and the Spanish Women's League.
RunningBall will collect and distribute reliable Spanish football data in order to power live betting experiences for bookmakers around the world.
“This agreement deepens the relationship between LaLiga and Perform, two innovative brands,” LaLiga’s director of audiovisual, Melcior Soler, said.
“The LaLiga Official Data Centre will allow us to enhance the delivery of competition data across the world through internal and external channels, taking advantage of Perform’s distribution and commercial reach and experience.”
Perform also said that its Integrity Operations team will support LaLiga in its efforts to prevent match manipulation and betting fraud.
Jacopo Tonoli, chief commercial officer at Perform, added: “This innovative partnership will see us working with LaLiga to deliver the best quality sports data globally, across multiple sectors and channels.
“It gives LaLiga control over their data rights, with full access to the market-leading industry expertise and sales network of Perform.”
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