Sunday October 1, 2023

Univision Adopts Meetings Tech to Insert Liga MX Fans Into Stadiums

  • Virtual fans featured across Univision’s linear networks will be made up of official club supporters and season ticket holders.
  • Univision is also looking to sell ad inventory for its new virtual fan section, along with other highly visible areas on the field.
Credit: Thomas B. Shea-USA TODAY Sports
Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

When Liga MX returns to Univision’s airwaves in the U.S. on July 24, fans will be visible in the stands – at least virtually – via the same digital meeting technology that spectators have used to hold video conference calls during the pandemic.

Univision will create virtual groups featuring members of the team’s supporters clubs and season ticket holders. Images captured on fans’ computer screens at home will then be overlaid on empty seats inside the lower bowls of stadiums during live match telecasts. 

Fan names will be supplied by individual clubs, Univision said. Each team will also have proprietary links available to them for group members to join with TV producers also on the call to instruct virtual audiences.

“We’ve been able to test the technology during the Copa por Mexico team tournament that just concluded on July 19,” Marco Liceaga, senior vice president of marketing and business development for TUDN, said. “Lower bowls in each stadium are different, but we’ve been able to adapt the technology successfully.”

Univision did not disclose its technology partner for its new virtual initiative. In May, fans of the Danish SuperLiga club AGF Aarhus in Denmark were able to similarly digitally insert themselves into stadiums during live gameplay, The Guardian reported. This activation was carried out in partnership with Zoom. 

Univision is now looking to sell sponsorships for its new virtual fan wall on broadcasts, in addition to other areas of the field during the Liga MX season. These include virtual ads on the center kickoff circle and corner flag banners.

Higher-than-expected ratings for Univision for the Copa por Mexico – a two-week, eight-team exhibition tournament – has Univision convinced fans will turn up in droves to watch the return of Liga MX. The tournament averaged 423,000 viewers over the 14 telecasts. The final between Cruz Azil and Chivas peaked at 919,000 viewers. 

READ MORE: Univision Moves Into Esports With Pro Soccer Players at the Controls

“I think, in general, partners are happy to have Liga MX and live soccer back,” Liceaga said, adding that the network is offering new advertising opportunities to all brands that may be interested. Liga MX is also Univision’s most watched soccer property in the U.S. 

“We wanted to make sure that we were fully operational with this technology enhancement first during the Copa for Mexico to have it ready for the season,” he added. “Now we’re really ready to roll it out for Liga MX.”

The new inventory is being sold independently of LigaMX and its clubs, which sell their own individual rights to national TV networks. Liga MX club distribution rights in the U.S. are split between Fox, Telemundo, and Univision – with Univision currently holding the majority of the rights deals with the league’s 18 clubs.

During upcoming match broadcasts on Univision’s TV networks, the company will utilize artificial fan noise similar to the MLS is Back Tournament games currently airing on TUDN. The Spanish-language network initially voted against fake crowd noise in the spring when the German Bundesliga resumed on May 16 before quickly pivoting on its audio strategy.

“Being able to hear shouts from players is interesting for the first 10 minutes, but then you realize there is something missing,” Liceaga said.

READ MORE: Awaiting MLS Debut, Sacramento Republic Looks To Fans At Home

All of Liga MX matches will also be produced remotely – with camera feeds being sent directly to Univision’s Miami headquarters and Mexico City base of operations. Univision says it will look to create the same level of broadcasts fans are accustomed to. 

“We started remote productions [for the entire season] with MLS three years ago because we understood that was the future,” Liceaga said. “Fast forward three years, it has become even more valuable because with the new normal we are sending less people to stadiums.”

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Inter Miami forward Lionel Messi following the victory against Los Angeles FC at BMO Stadium.

Lionel Messi’s Inter Miami Jersey Headlines 2023 MLS Sales

Messi had MLS’ top-selling jersey in his first season.

Lillard And Giannis Pairing Could Be Big For The NBA, Too

Bucks to be featured on national TV 19 times this season

Miami Is A New Soccer Hub With FIFA, Argentina Moves

FIFA is moving 100+ employees to a new South Florida office.

Fire Owner Mansueto Bets On Messi To Elevate His Own Team

MLS team owner plans series of promotions, game enhancements
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football

0:00
0:00

Featured Today

Baltimore Looks To Return To The Oriole Way

Lease deal offers new hope, but market and economic challenges remain.
College football is taking over Saturday night.
September 30, 2023

How College Football’s Biggest Games Took Over Saturday Night

Network competition and West Coast storylines helped college football stage a coup.
September 29, 2023

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
September 29, 2023

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

ESPN, Tiger-Rory Golf League Close To Long-Term Deal

New entity backed by Woods, McIlroy nears critical agreement
Toy Story
September 29, 2023

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
September 28, 2023

ESPN Takes Next Step To Control Women’s College Basketball Rights

The WBIT will launch this season.
Jamie Erdahl and cast of NFL Network's "Good Morning Football."
September 28, 2023

Jamie Erdahl Reflects On Rapid Transition To Hosting ‘Good Morning Football'

Erdahl talked to FOS about her experience since taking over the morning show from longtime host Kay Adams in July 2022.
Taylor Swift at Chiefs vs. Bears game.
September 27, 2023

Taylor Swift NFL Hype Likely To Continue Another Week

Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football."
Franchise expands broadcasting reach after reaching a deal with a local TV station.
September 27, 2023

Utah Jazz Launch Streaming Service Amid RSN Shakeup

An annual Jazz+ streaming pass will cost $125.50.
September 27, 2023

Will Sports Benefit From New Streaming Alliance?

Advocacy group involves many of sports streaming's largest players
Coach Prime bringing improved tv ratings.
September 26, 2023

Coach Prime's Colorado Changing College Football Viewing Habits

The excitement around Deion Sanders and Colorado is helping drive record September TV ratings for college football.