LaLiga increases its presence in the United States by creating a series of events called ‘El Partidazo’
LaLiga increases its presence in the United States by creating a series of events called ‘El Partidazo’
  • With the aim of better connecting with American fans, various activations will be carried out in bars and restaurants across the US when the most important matches of the competition take place.

LaLiga North America, the joint venture between LaLiga and Relevent Sports Group, has announced the launch of 'El Partidazo' (‘The Big Game’, in English), a year-long series of events that will take the excitement of the competition’s most important matches across North America through various activations.

In this way, the most interesting match of each month in LaLiga can be experienced by North American fans through various simultaneous activations that will be held in bars and restaurants across the United States.

LaLiga North America’s mission is to bring LaLiga, its clubs and players closer to fans in the region, and as in-person events regain importance, this series will allow fans to engage with LaLiga and its stars IRL, complementing its growing digital and virtual offerings. Fans in attendance at each location will have the opportunity to not only watch matches like ElClásico, the Madrid Derby and El Gran Derbi, but win LaLiga merchandise and prizes, including an opportunity to win a trip for two to Spain to watch a LaLiga match in person during the 2023/24 season.


Debuting on January 8, fans at Tom’s Watch in Los Angeles, Denver and Washington, D.C.; Novo Brazil Brewing in San Diego; and 77 Sportbar in Miami watched FC Barcelona defeat Atlético de Madrid 1-0. The second activation will be held on February 5 in six U.S. markets (New York, Los Angeles, Miami, Houston, San Diego and Denver) for the FC Barcelona vs Sevilla FC game.

“‘El Partidazo’ provides LaLiga with consistent activations across the country throughout the season, going where fans and supporters' club are already cheering for their favorite LaLiga clubs and players, showcasing the passion of Spanish soccer, and expanding our fanbase,” said Boris Gartner, LaLiga North America CEO. “It also provides an opportunity for ESPN+ and our regional sponsors to activate with our fans, further strengthening LaLiga’s media and commercial offerings locally.”

Depending on the LaLiga schedule for the remainder of the season, ‘El Partidazo’ will feature some of Spain’s biggest stars, clubs, matches and rivalries with multi-city activations including but not limited to Chicago, Dallas, Denver, Houston, Las Vegas, Los Angeles, Miami, New York, San Diego and Washington, D.C.


Launched in 2018, LaLiga North America serves as the exclusive representation of Spain’s premier domestic soccer league in the United States, Canada, Mexico and Central America for all business and development opportunities, including media rights, sponsorship, licensing and merchandising.

The league previously hosted watch parties and events around ElClásico between FC Barcelona and Real Madrid in Houston, Los Angeles, Miami and New York City, highlighted by appearances from LaLiga ambassadors including Patrick Kluivert, Fernando Morientes and Gaizka Mendieta. LaLiga will continuously announce which matches, cities and bars will be featured as part of ‘El Partidazo’ as the 2022/23 season unfolds.

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