DUBAI: LaLiga has signed a 15-year deal with the world’s largest esports organization to boost the Spanish football league’s presence in the Middle East and North Africa.
The deal establishes Galaxy Racer as LaLiga’s local partner in the region as well as on the Indian subcontinent. The deal is expected to generate more than $3.16 billion, with each party holding a 50 per cent stake.
LaLiga wants new ways to boost its audience in the two regions, which have more than 1.3 billion people under the age of 30. It will also grant broadcast and media rights in the 29 countries covered by the deal.
This agreement was signed by LaLiga President Javier Tebas and Galaxy Racer Chairman Paul Roy. It comes as Qatar hosts the first World Cup to be held in the Arab world.
Oscar Mayo, LaLiga Executive Director, said: “Signing this agreement is testament of our deep commitment to supporting the transformation of the sports media scene, and building on the passion for football in MENA and the Indian Subcontinent.
“Galaxy Racer’s experience will be vital in building fan loyalty to position LaLiga as a top brand for football and lifestyle.”
Roy said: “The MENA region and Indian subcontinent are considered (among) the fastest growing territories in sport and by partnering with LaLiga, a global leader in football, we are confident in our ability to work together to radically transform the sport league’s brand presence in these regions, while also fostering the next generation of young sport fans.”
“Several projects, including a documentary series, competitions, merchandise (and) live events are already in the pipeline.”
The agreement in the UAE will see a team of around 20 people working to build the brand and find new business opportunities. There will also be a five-person Board of Directors that includes CEO Maite Ventura. Luis Cardenas, Commercial Director for LaLiga MENA, will be the CCO.
Ventura said: “Galaxy Racer’s extensive experience in the region will serve as an important source of support towards our international strategy. The Middle East is growing as a dedicated sports hub and the FIFA World Cup in Qatar now is the best example of the power of the sport.”
Additionally, Galaxy Racer will launch a roster of creators who will focus on LaLiga and curate events to promote the LaLiga brand throughout the whole year. The creators will exclusively represent LaLiga, touring the world to promote both themselves and LaLiga to fans.