LaLiga and Movistar unveil interactive roadshow
LaLiga and Movistar unveil interactive roadshow
  • The two organisations aim to spread excitement for Spanish football by creating new experiences.
  • New roadshow features virtual reality, multimedia, gaming, photo opportunities and much more.

Few industries can match the entertainment levels of football, a fact that has seen the sport become an obsession for millions. To provide new ways for these fans to express their passion, LaLiga works to create new football experiences around the world, deepening connections with existing fans while enticing new ones.

Through a new collaboration with broadcasting partner Movistar, LaLiga will expand on this commitment by creating a huge, multi-sensory experience for football fans across Spain.

The Movistar LaLiga Area, designed as a highly interactive roadshow, opened its doors during October at the Movistar store on Madrid´s Gran Via. Over the coming months, it will travel to the cities that are home to LaLiga Santander and LaLiga SmartBank clubs, giving members of the public an opportunity to explore the competition in a new way.

“The objective is to grow together with technology and innovation,” said Melcior Soler, audiovisual department director at LaLiga. “These two concepts are present in our values and in our broadcasts. The LaLiga Movistar space reflects our ambition to reach fans from all formats, turning football into more than 90 minutes on a pitch.”


Across more than 1,000 square metres, the Madrid space has a wide range of interactive elements for visitors of all ages. Attendees are able to experience what it’s like to sit in a dressing room and to walk out into a stadium for the start of a match, or to try their hand at goalkeeping through virtual reality.

Other installations allow fans to try out their media skills, recording match commentary over clips of LaLiga action. Visitors can also take part in videogaming through the FIFA 20 game, test their knowledge with interactive quizzes, practice their heading skills or turn their photo into their own sticker.

In addition, pieces of LaLiga history are on show, from football shirts to retro balls to official trophies. Through all of this, fans have the opportunity to learn about every club, not just the team or teams in each host city.

LaLiga President Javier Tebas said: “Our alliance with Movistar is helping us to make the world of football even bigger in Spain and globally. We are offering entertainment in an original, innovative and high-quality way and this is something that both ourselves and Movistar are going to continue working on.”

Additional events planned nationwide

Throughout the roadshow’s stay in each location, special events and discussions will be held on several topics related to football, from nutrition to communication to professionalism.

Sports stars will also be involved to share their insight, while a variety of current players will also make scheduled visits to sign autographs.

These events, which will be announced via the LaLiga Movistar Area website and on social networks, are intended for attendees to learn more about the LaLiga values such as effort, respect, humility and overcoming obstacles.

“We are focused on entertaining fans,” added Álvaro Alfonso, manager of national operator relations at LaLiga. “With this experience, we allow people to experience everything that surrounds a football match and have fun at the same time. It is an opportunity for all audiences, even those who are not yet fans of any team, to get closer to the sport and to meet LaLiga clubs.”

Ongoing commitment to new football experiences

Within the framework of this global agreement, both LaLiga and Movistar have already begun other projects to help grow the entertainment value of the competition. The two worked side by side in the development of LaLiga’s new sound identity, composed by Lucas Vidal, as well as the creation of a dedicated LaLiga channel on the Movistar network.

Movistar and LaLiga will continue to build on this partnership to build on the entertainment values of professional football. Through creating experiences and putting fans at the heart of the competition, the appeal of the competition will continue to cross borders.

Looking ahead, Sergio Oslé, President of Movistar +, said: “In Movistar + we have a different way of treating the sport. We are looking for the best partners to work together in the most prestigious competitions. We have the most complete offer of sports content and with LaLiga, the best football on the planet.”

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