Business | 26 AGO 2019

LaLiga enters the world of blockchain and cryptocurrency with GCOX partnership

  • Agreement in Asia and Middle East will support the league’s global expansion in these regions.
  • Football and crypto fans will now be able to exchange LaLiga ‘tokens’ on the platform as well as receive exclusive product offerings.

LaLiga has secured its first official partner in the cryptocurrency and blockchain sector through an agreement with the Global Crypto Offering Exchange (GCOX) in Asia and the Middle East.

Announcing the partnership at a media and fan event in Singapore, the two organisations explained the series of new offers that fans would receive from the agreement, described by GCOX as ‘Money Can’t Buy Experiences’. These include exclusive products, services, social content and live football experiences.

LaLiga will also become part of GCOX’s full-utility token economy, which is a distinguishing feature of the platform. Designed to support the entertainment industry, fans can buy and trade celebrity and brand tokens from the likes of Michael Owen, Manny Pacquiao and Caroline Wozniacki, exchanging them for bitcoin or other personalised experiences.

This feature has helped GCOX, which was founded in 2017, to become a go-to platform for crypto fans looking to engage and interact with their favourite celebrities and brands. LaLiga token holders will have the opportunity to attend training sessions held in Spain, as well as events hosted by LaLiga in Asia, VIP access to LaLiga matches, or meet and greet sessions with LaLiga ambassadors.

Supporting growth in Asia and MENA
Teaming up with LaLiga will enable the GCOX to bring Asian followers closer to Spanish football and its clubs, whilst also creating new business opportunities. During the season it plans to appear at football clinics and pre-season fixtures, while supporting digital activations and ambassador events to help users get closer to the competition.

The partnership adds a distinct new audience for LaLiga as it continues its internationalisation strategy across Asia and the Middle East. Recent developments here include a new academy in Kunming, China and education initiatives in Tetouan, Morocco.

Speaking about the partnership, LaLiga's Managing Director for Southeast Asia, Japan, South Korea and Australia, Ivan Codina, commented: "This represents a significant step in terms of our strategy in Asia. We're looking to roll out a long-term plan that not only allows the LaLiga brand to grow in this market but one that also promotes the development of the national game and provides spaces where fans are able to get a sense of the passion that surrounds the competition at close quarters."

"We're really pleased to be announcing this partnership with a world-class competition like LaLiga,” commented Sir Dr. Jeffrey Lin, CEO of GCOX. “This partnership will allow us to provide specific customer groups with opportunities, as well as attracting new customers and football fans, who will get to experience what LaLiga is all about."

© LaLiga - Año 2019
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