Global Fútbol

LALIGA recently held a LALIGA EXTRA TIME event in São Paulo, which was focused on this market and which had the virtual presence of representatives from clubs, sponsors and partners of the competition.

Daniel Alonso, LALIGA’s delegate in Brazil, stated: “Extra Time is a space for knowledge sharing which LALIGA has created, to discuss current affairs in the sports industry. It is a consolidated format around the world and aims to give visibility to everything relevant that our clubs, commercial partners and strategic allies are working on.”

A range of topics were discussed, as LALIGA organised three round tables, each of which explored a relevant issue in the contemporary sporting landscape. The first round table addressed ‘Sustainability Initiatives at LALIGA clubs’ and featured Rafael Muela, Foundation General Manager at Real Betis, and David Baixauli, Director of Sustainability at LALIGA.

The conversation delved into the sustainable actions that Real Betis have been implementing as part of the club’s ‘Forever Green’ project, which was created in 2021. Muela told the audience: “With our dedication to reducing carbon emissions in the world, we have seen the environment around us change, and that is our goal, to reach as many people as possible.”

The director also emphasised that one of the club’s objectives is for football to create a bond between people and have a transformative effect. From LALIGA’s perspective, Baixauli reiterated that the dedication to sustainable projects must be collective and that all the objectives set by the organisation are being achieved.

The conversation then turned to development projects and Sevilla FC’s new stadium, featuring Javier Santos, the club’s Head of Corporate Communications, and Francisco Rico, the club’s Head of International Communications, as speakers. The facility, which is expected to be completed by mid-2028, will bring changes which benefit the city as a whole, with cutting-edge technologies and a significant increase in seating capacity.

This session of LALIGA EXTRA TIME concluded with a discussion on sponsorship and digital communication, with the presence of executives such as Carolina Motta, Marketing Manager of Panini, and Daniel Moreno, from Puma Group, with both these brands being sponsors of the competition, while LiveMode, responsible for CazéTV, was represented by Felipe Tebet. The conversation highlighted the importance of associating major brands with football properties, as well as the relevance of LALIGA for the Brazilian market, which is growing and growing, and the internationalisation of the brand.