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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Bundesliga secures $7.39bn domestic broadcast deal

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Image credit: Bundesliga

The German Football League (DFL) has secured new domestic broadcast contracts for the Bundesliga worth $7.39 billion over four seasons.

The deal, which will run from the 2025/26 to 2028/29 campaigns, represents a modest 2% increase from the current rights package valued at $1.82 billion per season.

This development positions the Bundesliga as the second-highest earner in domestic media rights among football leagues, trailing only the Premier League.

Key Broadcasters and Packages

The DFL confirmed that pay-TV network Sky and streaming platform DAZN will remain the league’s primary broadcast partners:

  • Sky will air the majority of live matches, including Friday evening, Saturday fixtures, and relegation play-offs. It will also maintain exclusive coverage of 2. Bundesliga matches.
  • DAZN secured rights to the fan-favourite ‘Konferenz’ whip-around show and will broadcast Sunday matches. The deal also extends to the DACH region (Germany, Austria, Switzerland).

Free-to-air access is bolstered by:

  • Sat.1, which will broadcast key games such as season openers, relegation play-offs, and the German Super Cup.
  • ARD, ZDF, and Sport1, offering highlight rights.
  • RTL, airing Saturday evening 2. Bundesliga matches and highlight packages.
  • Axel Springer, managing short highlight clips for digital platforms.

DFL’s statement

DFL co-chief executive Steffen Merkel spoke on the incredible record-breaking TV deal that will advance German football.

“The result of the tender underlines the unbroken popularity of German professional football, despite economically challenging times,” Merkel said in a statement.

“Trust and unity within the league association have paid off. At the end of an intensive process, a very good and comprehensively secured financial result has now been achieved.

“The clubs now have planning security at a high financial level for another four years. For the fans, our future partners in both the pay and free-to-air markets will provide a high degree of consistency.”

DFL co-chief executive Marc Lenz shared the same positive sentiment about the new deal.

“The financial security achieved with this result is a key foundation for the positive development of the Bundesliga and Bundesliga 2. From this position of strength, we must tackle the economic, sporting and political challenges – and continue to develop our leagues together with the 36 clubs and make them fit for the future,” he said in a statement.

Market Context and Challenges

The increase in Bundesliga’s media rights revenue contrasts with declines experienced by other major European leagues like Serie A and Ligue 1.

The DFL’s ability to keep Sky and DAZN involved despite legal challenges reflects the league’s strong negotiation position. While DAZN received fewer live matches, its acquisition of the ‘Konferenz’ show could drive subscriber growth.

Future Outlook

The deal provides financial stability for Bundesliga clubs, giving them an advantage over many European rivals. Moving forward, the DFL will focus on expanding its international rights income, with the U.S. deal set to expire in 2026.

The Bundesliga’s mix of traditional TV, streaming, and free-to-air options ensures fans remain well-served, setting the stage for sustainable growth and global outreach.

QLD Government Joins Brisbane Roar and Football Queensland’s Community Program

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Brisbane Roar, Football Queensland (FQ), and the Queensland Government (QLD) have partnered to give more young people the chance to play football in the sunshine state.

Under the ‘Active! Queensland’ initiative, the QLD Government will provide a grant to Brisbane Roar’s not-for-profit organisation Roar Recreation and Welfare Limited, extending the Football Queensland and Roar Football in the Community Program.

The funding aims to empower more children to get involved in sport and increase the number of active footballers.

Over 10,000 junior participants are estimated to take part in a range of different activities in the program across 2025.

Brisbane Roar will be responsible for organising over 270 clinics through the scheme, these will include school holiday clinics, community and school programs, training and education, plus game day activities.

Minister for Sport, Tim Mander, outlined the importance of the partnership for Queenslander children.

“To have a healthy community, it is essential that we have an active community,” he said in a press release.

“The physical, social and psychological rewards of sport are enormous, and football plays an important role in seeing these benefits reach young Queenslanders.

“Which is why we are proud to partner with Brisbane Roar to help more local kids enjoy the game, and hopefully set them on a path to years of involvement in sport and active recreation.”

Brisbane Roar Chairman and CEO, Kaz Patafta, expressed his appreciation for the extensive partnership.

“From our ongoing consultation with the Queensland Government, we are beyond grateful to be receiving this support to grow our community programs in collaboration with Football Queensland,” he said via press release.

“With this new funding, Brisbane Roar together with Football Queensland is set to provide more opportunities for local Queensland kids to engage in football, aiming to expand the sport’s reach and impact across the region.

“We’re delighted to be able to provide more opportunities to local Queensland kids to play football as we endeavour to continue growing the game across Queensland.”

The partnership kicked off last Thursday at Suncorp stadium.

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