Global Fútbol

LaLiga North America, a joint venture between LaLiga and Relevent Sports Group, is expanding operations to include Mexico with the aim of driving growth and increasing brand presence for LaLiga and clubs in North America. 

The joint venture will primarily focus on managing media rights in the region, strengthening commercial operations and developing new content to grow and better serve LaLiga fans in Mexico, as well as offering support to LaLiga's broadcast partner in Mexico, SKY Sports.

Since the creation of LaLiga North America in 2018, the company has promoted football culture in the United States and Canada using the power of the LaLiga brand and the draw of its world-famous clubs and players. These promotional activities will be continued in Mexico, where the competition already has a strong following, as well as new business development activities.

With the 2026 FIFA World Cup on the horizon, hosted in Mexico, the United States and Canada, the move comes during a strategic period for the sport across the entire continent.

"For LaLiga, this is the ideal moment to seize the opportunity and accelerate our growth throughout North America," commented Javier Tebas, President of LaLiga. “Stephen Ross and the Relevent Sports team have been great partners and expanding our collaboration with them will no doubt help further boost the LaLiga brand and LaLiga Santander and LaLiga SmartBank clubs throughout the region.”

"LaLiga is among the world’s best entertainment brands," noted Stephen Ross, chairman and owner of Relevent Sports Group. “We are very proud of the work we have done so far in the United States and Canada through LaLiga North America. We are delighted to have the opportunity to make good use of our experience in Mexico through the expansion of this agreement. Furthermore, we hope to continue expanding our collaboration to even more ambitious projects with LaLiga in the upcoming years.”

Existing presence in Mexico
LaLiga has had a presence in Mexico since 2017 through the LaLiga Global Network, through which a delegate has been present in the country to promote the competition and build local relationships. 

Due to Mexico’s strategic importance and the resulting demands, the decision was made to establish a permanent LaLiga office in Mexico City in 2018 to continue promoting the competition and supporting LaLiga Santander and LaLiga SmartBank clubs. 

The new expansion into Mexico is an important step forward for LaLiga to continue developing in the market and providing new resources to maintain its growth in the region.

“LaLiga and Relevent Sports Group have delivered on the promise of their first-of-its-kind joint venture, by expanding the influence and reach of LaLiga throughout North America,” said Daniel Sillman, CEO of Relevent Sports Group. “The expansion of LaLiga North America into Mexico validates our work and demonstrates that the model we recreated is scalable and replicable.” 

Building on commercial success
The joint venture already consists of a team of more than 25 people dedicated to developing the brand and driving the competition’s growth in the territory, including a commercial and business development team specialised in the region. It also features a development and production content unit, LaLiga North America Studios, based in Guadalajara.  

Going forward, LaLiga staff in Mexico will be integrated into the LaLiga North America team to combine efforts and drive new market developments.

“Partnering up with Relevent to create LaLiga North America has been a great milestone in our international development strategy,” added LaLiga executive director Oscar Mayo. “With the expansion of this agreement to Mexico, we know that we will be able to replicate the resounding success we have achieved in the United States and Canada since the creation of this joint venture.”

Since the creation of LaLiga North America in 2018, important commercial agreements have been reached in the region, currently, it has six partner brands, including Verizon, PointsBet, and Herbalife. Recently, LaLiga North America sealed a landmark broadcast agreement with ESPN in the United States and Canada for the next eight years, which will give LaLiga and its clubs significant exposure and market reach.

“For the past three years we have built a close relationship between LaLiga and football fans in North America, understanding their habits and preferences and connecting with them in a unique way,” concluded Boris Gartner, CEO of LaLiga North America. “We will take advantage of the already successful operation of LaLiga North America using the knowledgeable team of experts we have in the region, which allows us to be in an excellent position to scale the operation by expanding our reach into Mexico and maximizing the opportunity that this market has.”