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WED 17 FEB | GLOBAL GROWTH
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Introducing LaLiga Exhibition, the global tour that will bring fans closer to clubs through digital experiences
  • The interactive spaces take fans behind the scenes of clubs while offering the latest technology and sporting challenges.
  • Starting in Latin America, it will travel to other regions through licensing agreements.

LaLiga has unveiled LaLiga Exhibition, an experiential space in which football fans can enjoy interactive and immersive experiences of LaLiga and the Clubs playing in the competition. The exhibition will begin a global tour, beginning in Latin America in the second half of 2021.

Through LaLiga Exhibition, fans will have new opportunities to get closer to LaLiga clubs than ever before. Within the experience is a closed tour, where fans can book specific time slots to visit replicas of club dressing rooms, stand in the tunnel leading to the pitch, visit the club press room and take part in interactive games, among other digital attractions that are enabled by the latest technology.

On top of this, LaLiga Exhibition will include a free access area where visitors can take part in different sporting games and visit the hospitality area. The entire concept is designed to be highly-flexible so that it can be adapted to fit venues ranging from 150 to 1,500 square metres.

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The business model behind LaLiga Exhibition is based on licensing the space in different regions around the world. LaLiga is already working with several investors to acquire the license globally. 

Speaking at the project’s launch event, LaLiga’s Director of Business, Marketing and International Development Óscar Mayo said: “LaLiga Exhibition is a key project for us to continue increasing the visibility of LaLiga’s clubs and their international expansion in strategic markets. Thanks to the participation of top-level Spanish and Latin American partners in this first phase, we are convinced that LaLiga Exhibition will be a resounding success.” 

First stop Latin America 
The new project is expected to begin touring Latin America in the second half of 2021. It will begin in Mexico and later travel to Chile, Brazil, Colombia and Peru, before arriving in other coutries around the world. 

The licensee partners in Latin America are Global Events Latinoamérica, a company comprised of a group of top-level Spanish and Latin American investors, including Andrés Navarro (Chile) and Ignacio Rivera (Spain), coordinated by the organisation’s Partner and CEO, Manuel Gago.

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During the presentation, Gago assured that “LaLiga Exhibition will be a benchmark in the entertainment world, perfectly combining tangible emotions with virtual reality. Professional football in Spain has long ceased to be just a sport; it’s now much more than that. Its top management have understood this perfectly and the numbers speak for themselves. LaLiga is entertainment, a world-class spectacle combining passion and emotion, which is why at Global Events Latinoamérica we are convinced that this alliance will be a success."

Andrés Navarro, CEO of Grupo Sonda, Banco Internacional and Viña Santa Rita among other family-owned businesses, added: “We are beginning a strategic and innovative project, a long-term commitment with LaLiga that is bolstered by the passion that is intrinsically part of the world of football, as well as a perfect showcase for brands and sponsors alike”.
 

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