Global Fútbol

Making the most of the staging of the FIFA World Cup, LaLiga and Spanish professional football clubs have held intense work sessions in Dubai, with a multi-day immersion in the MENA (Middle East and North Africa) territory. These sessions were held over the course of a week and delved into specific nuances of the region, including: the type of audience that consumes LaLiga content and how clubs should approach them to connect with them; the new positioning of the LaLiga brand with the arrival of EA Sports as the main sponsor; the keys to doing business in this region; and an update on Boost LaLiga (LaLiga Impulso), the project with investment from CVC Capital Partners which has the objective of driving all clubs forward collectively to make the competition stronger as a whole.

Speaking about this, LaLiga President Javier Tebas said: “We have very positive expectations for the work that has been carried out and for the work that is still to come. We should be proud because very important partners are approaching us, as they want to be associated with our brand. These include the likes of CVC, EA Sports and Globant, among many others.”

He continued: “These are firms and brands that want to be on our side and they want this because of the competition we have built together. We have invited the clubs here to try to make the most of and achieve new challenges in the MENA region, and in areas such as digitalisation and social media, because I’m sure this will make us all much stronger.”

The Middle East and North Africa (MENA) and the Indian Subcontinent, with a population of more than one billion people under the age of 30, is one of the world's youngest territories. It is also a region that, in recent years, has become an epicentre for the organisation of major global sporting events. With this in mind, LaLiga’s immersion event for the region aimed not only to discover new businesses but also to establish closer ties with strategic partners and new fans.

LaLiga and Galaxy Racer formalise their joint venture

One of LaLiga’s strategic partners in this region is Galaxy Racer, with whom a joint venture has been agreed with the aim of transforming the perception of LaLiga in the MENA region and the Indian Subcontinent. This joint venture will mark a historic milestone for sports rights in this region, positioning Galaxy Racer as LaLiga’s local partner in these markets. The new partnership, in which LaLiga and Galaxy Racer will each hold a 50 percent stake, is expected to generate more than three billion euros in revenue.

Commenting on this deal, LaLiga Executive Director Óscar Mayo said: “I believe the key to our success is reaching out to young people and helping them to experience the unifying power of football. Galaxy Racer’s experience will be instrumental in building fan loyalty and positioning LaLiga as a leading football and lifestyle brand.” Meanwhile, Paul Roy, the CEO of Galaxy Racer, stated: “We are delighted to be part of this historic joint venture. The Middle East and North Africa region and the Indian Subcontinent are considered among the fastest growing territories in the sports business. In partnering with LaLiga, we are convinced that our ability to work together will radically transform LaLiga’s brand presence in these regions, at the same time as empowering the next generation of young sports fans.”

Another of the objectives of the MENA immersion week was to strengthen ties with the main sporting, economic and political institutions of the region. Various sessions were held to achieve this, including a trip to Doha where LaLiga directors visited the new LaLiga TwentyNine’s venue, doing so alongside chef Dani García and directors of the Alfardan Group, with José Manuel Franco, Spain’s Secretary of State for Sport, and Javier Carbajosa, Spain’s Ambassador to Qatar, also present.

Investopia: A space to share the experience of LaLiga

As part of the LaLiga immersion in MENA, LaLiga and several clubs participated in the World Corporate Summit Investopia, in which various institutions from the sports industry discussed issues such as the importance of protecting national leagues from competitions like the Super League or the development of regions such as MENA because of their potential in terms of audience growth. As well as the LaLiga President, other attendees included Bernard Caiazzo, known for his work with AS Saint-Étienne and his positions as President of World Corporate Summit and Global Football Alliance, Luigi de Siervo, the CEO of Lega Serie A, Alberto Colombo, the Deputy General Secretary of European Leagues, and Lorin Parys, the CEO of Belgian Pro League.

In addition, several clubs participated by providing speakers at Investopia. Santiago Zuza, Director of Communication and Content at CA Osasuna, participated in the conference titled “Harnessing the Media Power of Sports for Business”, Alfonso Díaz, CEO at RCD Mallorca, spoke in the discussion called “Football: The Next Big Thing for Private Equity”, Rafael Contreras, Vice-President at Cádiz CF, took part in the round table titled “The Transformative Power of Blockchain in Football”, and Juan Antón, Commercial Director at Villarreal CF, featured in the panel called “The Future Now: Innovation in Sport”.

In addition to the development of global projects, the MENA immersion week also allowed many clubs to continue working on individual projects. At the immersion, there was also space for club representatives, and those who are ultimately responsible for the growth of the institutions, to develop strategies through meetings with sponsors, investors and various local projects.