• Loading stock data...
Thursday, May 23, 2024

Relevent Sports Set to Help La Liga Expand Its Presence In the US

La Liga - RSE Ventures

Years ago, Charlie Stillitano noticed something happening in the U.S. sports market. A growing number of Americans were paying attention to soccer, the long-established world’s favorite sport, but one that had been long overshadowed domestically.

Noticing a lack of media distribution that fit the increasing demand, Stillitano teamed up with Stephen Ross, Matt Higgins, and Jonathan Sheiman to help fill this demand and propel the sport’s growth resulting in the creation of Relevent Sports in 2012.

Since then, Relevent, a division of RSE Ventures, has established itself as a multinational media, sports and entertainment group and one of the preeminent soccer operating businesses in North America and Asia. Relevent is most well known as the parent company of the International Champions Cup (ICC), an annual soccer tournament that brings top European clubs on tour to North America and Asia, but it also owns the ICC Women’s Tournament, ICC Futures, ICC Skills Challenge, ICC House of Soccer, Alianza and Jugotv.

SEE MORE: La Liga Aims to Expand Popularity Through World Challenge

Through this work, Relevent has developed a deep connection the North American soccer space, resulting it being a perfect fit when La Liga went searching for a partner to help build its presence in the American market.  

Through the partnership, announced this summer, Relevent will help manage the Spanish league’s social and digital content in North America and assist La Liga in increasing the value of its TV rights to be more successful in the region.

“They want to keep growing their presence through grassroots efforts,” said Daniel Sillman, CEO of Relevent Sports and the ICC. “We’re very honored to be their partner and to work with them holistically and, frankly, it’s the natural evolution of what Relevent has become in terms of understanding how to produce live events.”

The piece of the partnership that received the largest amount of attention, of course, was the goal to have an annual La Liga match in the U.S, something that has received a mixed reaction from Spanish clubs and players, but that Sillman emphasizes is just one piece of the partnership.

Since its inception, Relevent has understood the value of American fans seeing top talent up close, something that was at the heart of the creation of the ICC.

“[The ICC] was a real competition that American fans and Asian could have the opportunity to see the best players in the world and the biggest clubs in the world play in their region and have an opportunity really to participate with it beyond the screen,” explained Sillman.

SEE MORE: FC Bayern Munich Accelerates Growth Into Latin America 

This same idea is now mirrored in Relevent’s plans to bring an annual La Liga match to the States, starting as early as this winter.

While Relevent has proven its ability to be a curator of live events, the company’s expertise extends beyond that and allow it to serve La Liga in other ways as well.

“Because we understand how to market events and how to produce live events, we understand content and digital marketing, we understand how to run a commercial business and work with brand partners and we understand soccer and this region so well. It allowed us to be the most qualified to be [La Liga’s] partner here,” explained Sillman.

Relevent’s decade-plus of experience has helped it realize that to many fans, soccer represents more than just a sport.

“We have a pretty broad perspective to pull from in terms of understanding how to target different demographics that have interest in a sport and then really start to understand how do we get better at converting NBA fans, NFL, NHL fans and sports fans generally to soccer,” said Sillman.

To appeal to a broader population, Relevent created the ICC House of Soccer, an entertainment property designed to help bridge the gap between soccer and non-soccer fans. With its learnings, Relevent has found that converting soccer fans has less to do with the sport itself and more to do with culture.

“We’ve had celebrity games with soccer legends, but also with NBA stars, NFL stars, and musicians. We worked with Drake and Lil Wayne and Alvin Kamara and Draymond Green and Odell Beckham Jr.,” said Sillman. “We’ve partnered with great food brands like Bluestone Lane and Momofuku and Milk Bar. We partnered last year with Art Miami, which is one of the big producers of Art Basel with Kevin Lyons who’s a fantastic artist.

[mc4wp_form id=”8260″]

“We’ve been able to leverage this kind of melting pot of different cultures in the States and use that to drive interest in the sport of soccer.”

These learnings will surely benefit La Liga as it works to understand the American soccer fan, develop partnerships, and secure its place in a market that Relevent sees as having immense possibilities.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Inter-Milan

U.S. Investor Takes Over Inter Milan: What’s Next for the Serie A Champs?

A Chinese holding company that owned the Serie A club defaulted on a $428 million loan.
Inside NCAA Headquarters located in Indianapolis on Friday, March 10, 2023. Ncaa President Charlie Baker

Power Conferences, NCAA Mull Historic Settlement to Share Revenue With Players

The agreement would include $2.7 billion over 10 years to former D-I athletes.
exclusive

‘This Is Semi-Pro’: Inside One Arena Football League Team’s Collapse

The collapse of the Georgia Force, as told by the players who lived it.
Michael Block signs autographs on the 18th hole during day three of practice for the PGA Championship at Valhalla Golf Club on Wednesday, May 15, 2024.

‘I Prefer It This Way’: How Life Works for PGA Club Pros

Here’s how life works for the qualifiers at golf’s second major.
podcast thumbnail mobile
Front Office Sports Today

Inside the Collapse of the Arena Football League

0:00

Featured Today

February 5, 2019; Washington, DC, USA; The grounds of the Capitol Building empty out following the conclusion of President Donald Trump's State of the Union speech on February 5, 2019.

‘A Breathtaking Lobbying Campaign’: The NCAA’s Sophisticated Effort to Save Amateurism

Inside the carefully coordinated, multimillion-dollar operation to end the athletes’ rights era.
May 14, 2024

The WNBA Was Forged in Houston. Why Won’t It Go Back There?

Houston’s a perfect fit for expansion. The league isn’t considering it yet.
May 9, 2024; Indianapolis, IN, USA; Indiana Fever guard Caitlin Clark (22) stands with the team during the national anthem on Thursday, May 9, 2024, during the preseason game against the Atlanta Dream at Gainbridge Fieldhouse in Indianapolis.
May 12, 2024

‘Perfect Storm’: The Rise of Local WNBA Broadcast Pacts

With national attention reaching new heights, regional coverage could dictate the future.
Mar 29, 2023; New York, New York, USA; American actors and comedians Chris Rock (left) and Ben Stiller sit court side during the third quarter between the New York Knicks and the Miami Heat at Madison Square Garden.
May 11, 2024

The Haves and Have-Nots: How the Knicks’ Celebrity Row Works

Unwritten rules, an expectation of quid pro quo, and nothing is free.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
EA Sports
Multiple - USA Careers
Nike
Multiple - USA Careers
CAA
Multiple - USA Careers

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
Sponsored

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.