IMG wins LaLiga business, CSM announces MLB deal

LaLiga, Spain’s top-flight football league, has appointed the IMG agency as its exclusive commercial agency for global sponsorship agreements.

The long-term deal will see IMG market packages to attract new global LaLiga partners. Commenting on the deal, Adolfo Bara, senior vice-president and managing director, football events, IMG, said: “We look forward to leveraging the full resource and capability of IMG’s global sales team to identify and secure the best possible partnerships for LaLiga.”

LaLiga has existing global deals with 20 international partners including  EA Sports, ElCorte Inglés, Mahou, Nike, Santander, Sportium, Tag Heuer and Unilever’s Clear Men and Rexona brands, as well as nine national sponsors.

IMG takes over LaLiga’s international sponsorship business from the CSM agency, which signed a deal to represent LaLiga’s commercial and sponsorship rights globally on an exclusive basis in 2016.

This morning, CSM announced its appointment as the agency hired to bring Major League Baseball’s London series to London. CSM won the business in a competitive pitch.

Mitel & MLB present London Series 2019 will see the Boston Red Sox and New York Yankees play a two-game series at London Stadium in June 2019.

The London-based team will work with New York- headquartered CSM LeadDog to deliver the event.

Read this: LaLiga’s pivot to Asia nets summer sponsorship windfall