Perform and La Liga expand relationship through data centre partnership

Perform and La Liga expand relationship through data centre partnership

Friday, September 8, 2017 Posted by James Walker
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The five-year agreement will expand the global availability of data on Spanish football competitions

Spanish football association La Liga has expanded its relationship with Perform Group, in a new deal that will see the creation of the La Liga Official Data Centre.

The data centre will be responsible for ensuring La Liga maximises the use of official match data across multiple sectors and channels, in order to create greater fan engagement and new opportunities for its commercial partners.

The association, which oversees Spain’s topflight Primera División and the lower Segunda División, will utilise Perform’s sports data collection, distribution and commercialisation expertise in the media, professional analysis and betting sectors, via the company’s Opta and RunningBall brands.

The five-year agreement, which starts with the 2017/18 season, deepens an existing relationship between Perform and La Liga. Opta already powers the league’s MediaCoach service, which is provided to clubs, and Perform has held various other La Liga digital rights, including betting streaming rights.

“The La Liga Official Data Centre is a logical extension of our relationship,” Matt Drew, executive vice president of business development for UK-based Perform, told TotallyGaming.com.

“Managed by a joint steering committee, the data centre gives La Liga control of its data rights alongside a strategic approach to their commercial development.”

The latest partnership will allow La Liga to facilitate innovation across broadcast graphics and production workflows, develop digital data visualisations, fantasy and gaming concepts, as well as supporting a commitment to data editorial and performance data analytics.

Opta, a world leader in the provision of live, detailed sports data, will provide accurate and granular match data to power various La Liga channels, including broadcasts.

The Opta team of data scientists and editorial experts will continue to experiment with in-game data, developing new metrics to offer even greater fan engagement opportunities, benefiting league and club digital and social properties, creating assets for La Liga commercial partners to connect with fans around the world.

From the perspective of bookmakers, this partnership will provide exclusive official accreditation for the RunningBall network of experienced scouts in every stadium.

“Integration has already begun to take place,” added Drew. “La Liga can immediately benefit from the Perform market expertise and sales network for both media and betting sales.

“Crucially, and with particular regard to betting, the Perform RunningBall Fast Data is immediately integrated as official data, collected and delivered using best of breed technology from the press box.

“That quality of the RunningBall official betting data, along with intelligence and insight provided on a non-commercial basis by the Perform Integrity Unit, will assist the highly progressive integrity initiative recently announced by La Liga.”

Totally Gaming says: This innovative new partnership will see Perform working with La Liga to deliver the best quality sports data globally, across multiple sectors and channels. This will create new engagement opportunities for Spanish football fans, while providing bookmakers with the fastest and most reliable data to power superior live betting experiences.

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