The club has reached an agreement with the global sports marketing agency for a new LED and virtual advertising partnership

Villarreal CF has reached a multi-season agreement with SPORTFIVE, the global sports marketing agency, strengthening the club’s presence in the international market and consolidating its position as a leading commercial partner in European football.

Under the agreement, SPORTFIVE will become the exclusive partner for the production and commercialisation of Virtual Advertising (VA) and LED advertising for Villarreal CF. The partnership will focus on maximising the club’s advertising inventory across LaLiga and Copa del Rey home matches, while creating value for both existing and new partners through innovative, technology-led solutions.

Through its global network and market expertise, SPORTFIVE will deliver end-to-end management of LED and virtual advertising operations, including full sales execution, strategic planning and implementation. The collaboration is designed to unlock new international opportunities while maintaining strong visibility and activation for domestic partners.

At the heart of the agreement is SPORTFIVE’s ability to combine data-driven strategy, international sales capabilities and advanced technology to optimise stadium advertising inventory. Key benefits include revenue optimisation through sophisticated pricing, packaging and global demand forecasting; enhanced partner protection, ensuring exclusivity and controlled category exposure; full transparency across all broadcast feeds supported by detailed reporting and monitoring; internationalisation of inventory, unlocking new brand opportunities across Europe, the Americas and Asia; and integrated technology solutions.

By leveraging virtual advertising, the partnership will create tailored, market-specific brand integrations, enabling Villarreal CF to connect with audiences in key growth territories in a highly relevant and localised way.

The agreement further reinforces SPORTFIVE’s position as a leading commercial partner in Spain, where it continues to support clubs and brands at one of the most competitive and globally relevant moments in Spanish football. By integrating strategy, technology and global sales capabilities, Villarreal CF and SPORTFIVE aim to set a new benchmark for how clubs leverage LED and virtual advertising as a core commercial driver.

Sergi Vieta, Managing Director – Sales, SPORTFIVE, said: “This partnership with Villarreal CF is a strong addition to our international portfolio and reflects our focus on driving sustainable commercial growth for rights holders. By combining our global sales capabilities, data-driven pricing and advanced virtual and LED solutions, we are well positioned to maximise the value of the club’s inventory and deliver high-quality, targeted opportunities for brand partners worldwide.”

Juan Antón de Salas, Commercial Director of Villarreal CF, added: “Partnering with SPORTFIVE allows us to further enhance our commercial strategy and unlock the full value of our media and advertising assets. Their global reach, market expertise and innovative approach to virtual and LED advertising will enable us to attract new partners, grow internationally and deliver greater value across our sponsorship ecosystem.”