Following a tendering process through bidding requests, LaLiga has renewed its agreement for the LaLiga Santander and LaLiga SmartBank rights in Mexico and Central America with SKY Sports. An eight-season contract for the competition has been agreed through this renewed agreement between LaLiga and SKY Sports, which comes into effect as from 2024/25.
The agreement signed has resulted in a significant increase in the value of LaLiga's rights in Mexico and Central America compared to the tendering process for the previous agreement. The involvement of Mediapro and LaLiga North America - a joint venture between LaLiga and Relevent Sports, whose coverage was extended to Mexico in June of this year - has been key to enhancing the value of the rights of the competition, at a point in time when other European competitions have seen theirs drop.
This new deal is also an opportunity for LaLiga as well as LaLiga Santander and LaLiga SmartBank clubs to bolster their brand presence in one of the most strategic markets in the football industry.
LaLiga are now able to forge tighter bonds with the Mexican and Central American audience through a broadcaster that enjoys a stable and long-term relationship with LaLiga competitions. SKY Sports knows Spanish football inside out and has worked closely with LaLiga for over ten years.
LaLiga’s growth in Mexico
LaLiga has been present in Mexico since 2017 through the LaLiga Global Network programme, in which a delegate was sent to represent the competition in the Mexican market. Due to the strategic importance of the Mexican market and the consequent demands resulting from it, the decision was taken to establish a permanent LaLiga office in Mexico City in 2018 in order to continue promoting the competition and to support LaLiga Santander and LaLiga Smartbank clubs.
Since the creation of LaLiga North America in 2018, important commercial agreements have been struck in the region and the competition currently has six associated brands there, such as Verizon, PointsBet, and Herbalife. Last May, LaLiga North America signed a historic agreement with ESPN in the territories of the United States and Canada for the next eight years, which will give LaLiga and its clubs significant exposure and market reach in these markets.