Spain’s LaLiga today partnered with Dubai-based media company Galaxy Racer to expand its reach. The intended target is the Middle East and North Africa (MENA) region, as well as India. The 15-year deal worth $2.9 billion is aimed at helping LaLiga compete globally with the Premier League.
LaLiga has seen considerable development in North America in recent years. In association with the multinational media company Relevent, LaLiga sought to promote both the league and the sport in North America. That successful venture turned LaLiga into one of the most popular leagues in the United States. Now, it is only behind the Premier League, Liga MX and MLS.
Recently, LaLiga sold its television rights in North America for a record deal. In 2021, ESPN acquired the US rights to LaLiga in an eight-year, $1.4 billion deal.
With a resurgent Barcelona and Real Madrid, now a 14-time Champions League champion, LaLiga sees an opportunity for growth. In fact, one objective of LaLiga in its commitment to Africa, India and the Middle East is to grow more than the Premier League.
Competing with the Premier League
The English Premier League is the undisputed champion of worldwide audience. The EPL reportedly had around 3.2 billion viewers worldwide during the 2019-20 season. And more viewers means more money. Broadcast contracts brought in around $165m for the Premier League for the 19/20 season. To put this into perspective, LaLiga raked in around $77 million during the same time period. The Spanish league trusts Galaxy Racer to help close that huge gap by expanding its range to MENA.
LaLiga seeks to extend the league’s reach to MENA and India
“The LaLiga brand is powerful, but its potential remains untapped among millennials and Gen Z in the MENA region,” said Paul Roy, CEO of Galaxy Racer.
“Our opportunity is to connect with a younger audience in a way that resonates with them. Galaxy Racer has a market reach that will help unlock that potential and elevate LaLiga into an aspirational brand for the target audience in the region.”
Galaxy Racer is reported to be the world’s largest esports, gaming and lifestyle company. Not only are they certainly a massive organization, but they also have a huge presence in the MENA area. This was obviously an area of focus for LaLiga officials.
“With the market poised to enter a new era of growth, this is the right time to take our business in the region to the next level and attract the next generation of young sports fans to our competition,” said Oscar Mayo, Director LaLiga Executive. .
“This historic partnership is set to boost the popularity of LaLiga and football in MENA and the Indian subcontinent. With Galaxy Racer’s extensive experience in the region as one of the world’s biggest transmedia powerhouses, we believe they are the ideal partner to help us reach a new audience and unlock the true potential of LaLiga in the region.”
The general director of LaLiga for the MENA area also praised the measure. “This agreement ensures not only a bright future for football in MENA and the Indian subcontinent, but also for LaLiga and our clubs,” said Maite Ventura, league executive.
The growth of LaLiga
The joint venture extends LaLiga’s reach to major footballing countries such as Morocco, Egypt, Saudi Arabia, Turkey, India and Qatar. In addition, the two companies began to work on real events, merchandise and tournaments in the aforementioned area.
PHOTO: IMAGO / Insidefoto
