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Saturday, June 22, 2024

La Liga Expansion Plan Looks to Generate $3B in Revenue 

  • La Liga's new joint venture aims to grow its presence in the Middle East, North Africa, and the Indian subcontinent.
  • The 50-50 venture echoes a similar one in North America, launched in 2018.
La Liga

La Liga is seeking to replicate its success in North America in some of the most densely populated areas of the world.

The top-flight Spanish soccer league struck a 15-year agreement with Dubai-based esports and gaming company Galaxy Racer to grow the league’s presence and popularity in North Africa, the Middle East, and the Indian subcontinent.

  • La Liga expects the pact to bring in $2.97 billion in revenue over the life of the contract.
  • The 50-50 joint venture aims to grow La Liga’s popularity and engagement in the regions and will act as the league’s broadcast and media rights agency.
  • La Liga said the areas collectively have more than 1.3 billion people under 30 — a key target demographic for the league.

Sports streamer DAZN announced Tuesday that it secured exclusive broadcast rights for Spanish women’s soccer’s La Liga Profesional de Fútbol Femenino in a five-year deal beginning with 2022-23.

The North America Blueprint

In 2018, the league launched La Liga North America, a 50-50 joint venture with Relevent Sports Group.

Last year, the venture landed the league’s two largest international media deals: an eight-year, $1.4 billion deal for U.S. rights with ESPN and a $560 million deal of the same length for Mexican and Central American rights with Televisa’s Sky Sports.

Many leagues are “reaching a ceiling in their growth at the domestic level, on the revenue side, and definitely on the TV rights side,” La Liga North America CEO Boris Gartner told Front Office Sports.

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