BrandArena: Sport Marketing: La Liga takes regular-season game in the United States

Friday 17 August 2018

Sport Marketing: La Liga takes regular-season game in the United States

Ahead of 2018/2019 La Liga season kick off on Friday, 17th August, 2018, La Liga, the top flight of Spanish club football, has signed a joint venture deal with Relevent Sports - a US sports and entertainment company backed by Miami Dolphins owner Stephen Ross, to hold competitive league fixtures in the United States.

The 15-year agreement plan was designed in order to secure greater worldwide revenue streams.

With an increasing number of Spanish teams playing matches in the US in the coming years, the scheme also seeks to challenge the popularity stronghold of leagues, such as English soccer’s Premier League, which is well-watched in the US. It is hoped that the agreement to bring Spain’s top-tier league to the country will increase revenues through sponsorship and media rights in North America.

“Our goal is to get one game off the ground; we’ll see how it proliferates from there", Danny Sillman, chief executive of Relevent. “One of the opportunities with La Liga is to build a consumer brand which ultimately raises the value of the media rights. That’s where the bulk of the money will come from in this transaction. It’s our job to tell their story of their clubs and stars.”

Speaking about the unique deal, La Liga president Javier Tebas said:  “We’re devoted to growing the passion for soccer around the world. This ground-breaking agreement is certain to give a major impulse to the popularity of the beautiful game in the US and Canada.”

La Liga North America, a newly founded organisation, will further grow the status of the Spanish league in both the US and Canada. Alongside the pioneering regular season fixtures, the partnership will see the development of youth academies and coaches, marketing agreements and activations.

Relevent also founded the International Champions Cup (ICC) five years ago, the pre-season tournament that has seen major European clubs facing each other all around the globe.

The first game of the season will be a match between Girona and Real Valladolid.

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