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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

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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