• Loading stock data...
Tuesday, September 16, 2025

La Liga’s Quest to Become Your Favorite Soccer League

  • Spain’s premier soccer league has grand ambitions.
  • A $2.3 billion investment from CVC Capital Partners can help make them a reality.
La Liga

I’m at La Liga’s corporate offices in Madrid, sitting a few feet away from the league’s president, Javier Tebas, and he’s clearly pleased with the way business is going.

He’s fresh off of closing a groundbreaking deal with CVC Capital Partners last December. The British private equity firm invested $2.3 billion in the league for an 8% stake in a new company that will hold the revenue from La Liga’s broadcast rights for the next 50 years.

“We think we can get our clubs growth that would have taken 20 years, in five years,” he says.

The investment is part of the grand vision he has for the league — one where La Liga is the dominant global force in soccer. At minimum, he wants La Liga to be the second-most popular soccer league in every country after their domestic league.

The idea isn’t implausible.

  • FC Barcelona and Real Madrid are the most valuable soccer franchises in the world at $4.76 billion and $4.75 billion, respectively.
  • Last summer, the league announced a massive new streaming deal with ESPN+.
  • Then there’s the La Liga North America joint venture with Relevent Sports Group, which is specifically focused on expanding business across the Atlantic.

“In 2013, a lot of clubs were bankrupt. They owed €800 million to the state, €190 million to players — we turned that around,” Tebas says. “We’ve gone from financial problems to an investment from one of the most important private equity firms in the world. They’ve invested because they know they’ll get their money back.”

Not Everyone Is Happy About The CVC Investment

La Liga clubs have guidelines for how they’re allowed to spend the portion of the CVC investment allocated to them: 70% on infrastructure (i.e. renovating stadiums), 15% on servicing debt, 15% on signing players. Thirty-seven of the league’s 42 clubs voted in favor of the agreement in December.

One club opted out of making a decision, and four clubs voted against it, most notably Real Madrid, Barcelona, and Athletic Bilbao.

The CVC deal is “an illegal transaction that causes irreparable damage to the entire Spanish football sector and flagrantly violates the most elementary principles of Spanish sports law and the La Liga statutes,” the three clubs said in a statement announcing a lawsuit over the matter.

La Liga fired back, saying, “This decision by Real Madrid CF was a foreseeable reaction, given the club’s history of head-on opposition and appeal against any strategic initiative that represents an advance and a boost for the competition and its clubs.”

The Royal Spanish Football Federation, the nation’s governing body for the sport, joined Madrid, Barca, and Athletic’s lawsuit against La Liga in February.

This isn’t CVC’s first encounter with this sort of tension.

Similar proposed deals with Italy’s Serie A and Germany’s Bundesliga fell apart in recent months. However, earlier this week the firm closed a $1.6 billion deal for a 13% stake in a commercial Ligue 1 subsidiary that will control the French soccer league’s broadcast rights.

ESPN’s Biggest Overseas Soccer Deal Ever

Experiencing El Clásico in person at the famed Santiago Bernabéu Stadium put into perspective why ESPN would pay a reported $1.4 billion for eight seasons of La Liga.

Though Barcelona trounced Real Madrid 4-0 and the stadium never erupted like it would have had the home team scored a goal, the atmosphere was special — a vast crowd stoked with as much passion as I’ve ever personally witnessed in live sports.

Disney is betting that that energy translates to a U.S. audience, its 21.3 million ESPN+ subscribers in particular.

“We have more soccer than we’ve ever had in the United States. Last year, ESPN aired 5,400 matches in the U.S. alone, including 380 La Liga matches exclusively,” ESPN’s VP of International & Deportes Production, Rodolfo Martinez, told me in Madrid.

Back in the States, I had a separate conversation about the La Liga deal with John Lasker, ESPN’s VP of Digital Programming.

ESPN+ doesn’t share viewership numbers, but Lasker said that March’s El Clásico was “the most engaged, most used, most viewed soccer match we’ve ever had on the platform.”

“The investment [in La Liga] is paying dividends in a lot of ways,” he continued. “It’s an anchor tenant for us — a long-term investment to establish ourselves as an indispensable subscription service for soccer fans here in the U.S.”

The North American Mission

Part of the credit for the ESPN+ partnership goes to La Liga North America, which brokered the deal.

Rather than leaving growth in the U.S. to chance, La Liga North America — a 15-year, 50/50 joint venture with Relevent — is wholly dedicated to building up the league’s brand on this continent. In turn, the media rights deals inked in the U.S. and Mexico in the past year are the league’s most lucrative outside of Spain.

“The team at La Liga North America has a deep knowledge of the market, deep connections on the broadcast side and on the sponsorship side, and can help drive the business in a much better and faster way than they could have done by themselves,” the venture’s CEO, Boris Gartner, told me on a call.

Gartner also said the business is generating $10 million every season from U.S. sponsors alone, which is just a fraction of the league’s global haul. He expects growth to “explode” on all fronts as we approach the 2026 World Cup in North America.

Of course, the Premier League is still the most-followed soccer league in the U.S. and La Liga’s stiffest competition if it wishes to achieve true dominance in the territory.

In Spain, I asked Tebas if surpassing the Premier League’s popularity in the States is a realistic goal. “Yes, that’s the objective,” he said. “That’s why we work every day — and not just to beat the English Premier League. We want to be bigger.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Eric Shanks

World Cup Will Be Fox’s ‘Biggest Undertaking’ Ever

The tournament is expanding from 32 to 48 teams.
Sep 14, 2025; Bridgeview, Illinois, USA; Portland Thorns FC midfielder Olivia Moultrie (13) kicks the ball past Chicago Stars FC defender Sam Staab (3) during the second half of a match at SeatGeek Stadium.

NWSL Beefs Up Media Deal With More CBS, ESPN, Adds Victory+

The NWSL has been locked into its existing deal since last year.
Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.

Featured Today

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to “NFL RedZone.”
Jun 13, 2018; Moscow, Russia; A general view of a beer stand inside of Luschniki Stadium one day prior to the start of the FIFA World Cup 2018.

Saudi Arabia Says No Alcohol at 2034 World Cup

Saudi Arabia won’t allow alcohol anywhere during the 2034 World Cup.
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
January 13, 2025

Gavin Newsom Reveals Status of 2028 Olympics As Los Angeles Wildfires Roar

Gavin Newsom says there’s a “Marshall Plan” to rebuild Los Angeles.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’
Teahupo'o Tahiti Surfing
July 26, 2024

Olympic Surfing Crashes on Tahiti Like a Wave

For Teahupo‘o’s locals, the Olympics are a mixed blessing.