La Liga and Verizon combine to boost US fan engagement

Liam Watson
La Liga has agreed to a United States partnership with telecommunications company Verizon that will last for five years, in a move to connect American soccer fans with Spain’s top-flight club competition.

The deal runs through till 2024 and falls under La Liga North America, the league’s New York-based joint venture with Relevent Sports Group. The new partnership gives Verizon’s customers a chance to interact with La Liga via the Verizon Up loyalty programme.

The initiative recently began on 1st March in time for El Clasico between Real Madrid and Barcelona at the Bernabeu Stadium. La Liga and Verizon will host experiential events, educational opportunities, youth programmes, tournaments and coaching clinics. The partnership also allows both parties to explore how Verizon’s technology can enhance the fan experience.

“This partnership with Verizon further validates North America as a key growth region for soccer and LaLiga, and where leading companies are recognizing the full potential of the sport and the audience it attracts.” said Boris Gartner, LaLiga North America’s Chief Executive.

By introducing this new partnership, it marks La Liga North America’s latest effort to increase awareness and visibility of the league’s brand in the region. Earlier this month, they partnered with web platform, FanWide, a free service for fans to find watch parties for sporting events across the US.

“Our partnership with LaLiga gives our customers more access to the game they love with the exclusive opportunities that differentiate. We look forward to being a part of LaLiga’s US expansion and cultivating future technology innovations to enhance the game and fan experience.” said John Nitti, Verizon’s Chief Media Officer.

As well as the 15-year deal signed with Relevant Sports in August 2018, La Liga is also looking to take at least one game overseas every season. Villarreal’s home match versus Atletico Madrid last December to Miami had been proposed but plans fell through after a court in Madrid ruled against it.

Similarly, La Liga also wanted to host Girona vs Barcelona at Hard Rock Stadium in January last year, before Barca withdrew due to a ‘lack of consensus’ among their shareholders.

It shows that La Liga aren’t shy to spread their brand and capture the world’s attention, where recently the El Clasico was shown as a live screening at Federation Square in Melbourne.

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PFA and Fans Association Unite to Bring Fans Closer to Players

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Image credit: PFA

Professional Footballers Australia (PFA) and the Football Supporters Association Australia (FSAA) have confirmed a new partnership aimed at establishing an official link between professional players and their fans.

The agreement sets out for the two organisations to work together on initiatives that:

  • Foster stronger, more genuine connections between players and supporters

  • Enhance the involvement of players and fans in football decision-making

  • Produce data-driven insights to support the long-term growth of the game

Founded in 2023, the FSAA is a volunteer organisation created to provide a unified, independent voice for Australian football supporters, prioritising a supporter-first approach.

The FSAA represents the interests of fans across all levels of the game and has recently submitted supporter-focused recommendations to Football Australia (FA) and the Australian Professional Leagues (APL).

PFA Chief Executive, Beau Busch highlighted the significance of the new strong foundation already established with the FSAA and the potential for future collaboration.

“Since the establishment of FSAA, we have been able to build an effective working relationship, and this agreement represents another step forward in our shared pursuit of building the game,” he said via PFA press release.

“Globally, we have seen firsthand the benefits of strong collaboration between fan groups and player unions.

“Together we believe we are better equipped to shape the future of Australian football and ensure that the voices of fans and players are heard and respected.”

FSAA Chair, Patrick Clancy described the accord with the PFA as a natural connection between the organisations representing Australian football’s two key groups, players and supporters.

“Australia’s professional players have an inextricable connection with supporters. Many have grown up on the terraces and in the stands and then progress to taking on the game as a career,” he said via FSAA official media release.

“For supporters, there is that strong emotional connection with the players of the club they support week in, week out.

“FSAA wants to continue to foster and grow this important relationship, leverage off our mutual understandings and improve the game in Australia for players and supporters alike.”

A Memorandum of Understanding (MoU) was signed on 20 October 2025 by PFA CEO Beau Busch and FSAA Chair Patrick Clancy, formalising the partnership.

This represents the FSAA’s first MoU with another organisation, with the expectation of establishing additional partnerships in the near future.

Deploy Named Official Match Ball Provider for Gold Coast International 2026

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Image provided by Deploy Football

Deploy, Australia’s leading developer and manufacturer of performance sporting solutions, has been announced as the authorised provider of official match balls for the Gold Coast International 2026. The partnership highlights Deploy’s commitment to supporting football players and clubs across Australia with high quality reliable products.

With a focus on performance, durability and innovation, Deploy ensures every player from grassroots to elite levels can rely on equipment designed to enhance the game. Their premium footballs are crafted to meet the demands of training and competition delivering consistency and quality in every match.

Beyond footballs, Deploy provides practical solutions to clubs supporting the community with products and services that save time, reduce administrative burdens, and help teams perform at their best. This collaboration demonstrates Deploy’s ongoing dedication to growing football in Australia and providing players and clubs with equipment they can trust.

As the official match ball provider for the Gold Coast International 2026, Deploy looks forward to equipping players for a memorable tournament and reinforcing its role as a key partner in the Australian football community.

For more information, email info@deployfootball.com or call 1800 384 327.

Visit https://deploy.com.au to explore products and services.

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