Thursday September 21, 2023
The Best Employers in Sports Survey is Now Open!

La Liga and UFC Team Up to Cover More Ground in the U.S. and Spain

  • La Liga and UFC will promote each other through events, social media, and more.
  • The two linked up through their shared connection to ESPN+.
UFC fighter Brandon Moreno poses for picture inside Atletico Madrid stadium
La Liga/UFC
Front Office Sports Today

Could Promotion-Relegation work in College Football?

The proposal aims to create an exciting media product while reducing travel for non-football sports.
Listen Now
September 21, 2023 | Podcast
Copy Link
Link Copied
Link Copied

La Liga has long-term plans in North America and its tapping one of the most popular sports brands to deepen its connections to fans there.

The Spanish soccer league is linking up with UFC in a deal that will promote both entities.

  • La Liga and UFC athletes will raise awareness about the other league through podcasts and shows on Facebook, Twitter, and TikTok.
  • UFC and La Liga will organize at least three annual events in Spain.

“The focus we want to have in terms of content creation and activations is in the United States,” La Liga Head of Content and Distribution Adrian Segovia told Front Office Sports, who also mentioned the natural affinity La Liga has with the Hispanic community in North America.

La Liga’s Quest to Become Your Favorite Soccer League

Spain’s premier soccer league has grand ambitions and $2.3 billion from CVC…
April 2, 2022

“For La Liga North America [a joint venture the league formed with Relevent Sports in 2018], it’s super important to have a relationship with a sport brand in the United States,” said Segovia. “We are the only European soccer tournament that has a joint venture here.”

The ESPN+ Connection

UFC and La Liga initially explored a deal because they are both key properties for ESPN+. 

ESPN won U.S. rights to the Spanish soccer league in 2021 with an eight-year, $1.4 billion deal, joining UFC, which signed on in 2018 with a five-year, $1.5 billion deal — since extended by two years.

“With OTT, when you are on the same platform, it is easy to create content together to try to push a different property on that platform,” said Segovia.

Copy Link
Link Copied
Link Copied

What to Read

A view of the Spurs club badge on the exterior of Tottenham Hotspur Stadium in London.

Tottenham, Valued At $2.8B, Says It's Open To Stake Sale

The club's chairman says new minority investors could come on board.

England Women’s Team Resolves Pay Dispute After WWC Success

Agreement arrives a month after the end of the 2023 Women's World Cup

Adidas CEO Stands Behind Ye Nearly Year After Brand Cut Ties

Gulden's comments mark rare and surprising corporate move

Chelsea Gets $500M For Stadium Projects, Club Acquisitions

The Premier League club is receiving crucial new investment.
podcast thumbnail mobile
Front Office Sports Today

Could Promotion-Relegation work in College Football?


Featured Today

Teams without secured venue situations could be left out of a potential XFL-USFL merger.

XFL-USFL Merger Could Drop Teams, Change League Name

Teams without secured venues could be cut from a XFL-USFL merger.
September 21, 2023

Rupert Murdoch's Exit Leaves Lasting Fox Sports Legacy

Rupert Murdoch steps down as chairman of Fox Corp. and News Corp.
Could ESPN lose events such as the NBA Finals if it sold ABC.
September 21, 2023

Selling ABC Poses Billion-Dollar Dilemma for Disney and ESPN's Future

Losing ABC would create complications as ESPN enters NBA rights negotiations.
Boise State Broncos running back Ashton Jeanty (2) runs the ball against the North Dakota Fighting Hawks during the first half at Albertsons Stadium.
September 20, 2023

The First Official Proposal for Promotion-Relegation In College Football

Realignment is forcing Group of 5 schools to rethink their structure.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

TKO Makes First Big Move After WWE-UFC Merger

Investors drop TKO shares by 15% following SmackDown rights deal
September 15, 2023

Goldman Sachs Opens Door For Clients To Invest In Sports Teams

Firm initiative opens new opportunities for wealthiest clients
An Everton player displays shirt sponsor, a gambling company, during a match.
September 15, 2023

Everton Acquisition By 777 Partners Extends U.S. Presence in Premier League

American entities now control half of Premier League clubs
September 12, 2023

TKO $21B Merger Closes With Aggressive Ambitions

Newly created company looks to accelerate existing growth trajectory
September 7, 2023

Pinault Completes Landmark $7B Acquisition Of CAA

Major talent agency now in control of French billionaire
PFL Bellator
September 1, 2023

Professional Fighters League in Discussions to Acquire Bellator

The Professional Fighters League is seeking to purchase Bellator MMA.
CAA logo on side on building
August 31, 2023

French Billionaire Nears $7B Deal For Talent Agency CAA

Pinault showing confidence in agency business despite existential challenges
August 24, 2023

Everton Woes Continue After $190M Deal with MSP Sports Capital Collapses

Last-place Premier League club faces range of troubling issues