IMG and Perfom create FC Diez Media to market CONMEBOL club rights

March 1 – IMG and Perform have named their South American joint marketing agency venture FC Diez Media. The new company will advise CONMEBOL on their commercial rights for club competitions from 2019-22.

FC Diez Media will initially focus on the broadcast rights tender for the Copa Libertadores in CONMEBLO’s 10 federation markets before opening up for global rights sales.

The company is also advising on digital strategy, sponsorship and licensing for the sale of CONMEBOL’s Copa Sudamericana and Recopa.

Rather than run the agency from their non-South American bases, IMG and Perform are creating a dedicated FC Diez Media that is financed and resourced 50/50 and is promising to “implement the commercial programming of the Club Competitions in a way that is new and unrivalled in the marketplace today.”

Bruno Rocha, CCO of Perform Content and acting CEO for FC Diez Media, said: “We are delighted to have created a global media strategy and sponsorship group in FC Diez Media, and it is pleasing to see all the hard work put in by IMG and Perform paying off.”

The move by CONMEBOL to work with IMG and Perform is a seismic shift by CONMEBOL in the marketing of the commercial rights for its competitions that have generally been held by local companies and in complicated deals, many of which have been unpicked by the US Department of Justice investigation into football corruption.

The FC Diez Media deal marks a new path for the confederation and IMG and Perfom are promisiung to deliver a new era of rights exploitation.

Felix Alvarez-Garmon, SVP, Latin America, IMG Media, said: “We are very much looking forward to innovating and evolving the commercial opportunities across the whole spectrum of CONMEBOL’s club competitions. These range from game presentation and competition format to digital communication and rights segmentation. It’s an incredibly exciting project for the FC Diez Media team to be a part of.”

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