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La Liga and Verizon combine to boost US fan engagement

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.

Liam Watson is the Managing Editor at Soccerscene. He reports widely on football policy, industry matters and technology.

Tigres secures deal for new 65,000 seat stadium

Mexican soccer giants Tigres UANL have secured a deal to see a brand new 65,000 seat stadium ready by 2025.

Mexican soccer giants Tigres UANL have secured a deal to see a brand new 65,000 seat stadium ready by 2025.

The stadium will be based in the heart of San Nicolás de los Garza, Nuevo León, and will be replacing the old 42,000 seat stadium, known as Estadio Universitario, The previous stadia has been the home of Tigres since 1967.

The new stadium was presented on Thursday, January 13 at a meeting that included Governor of Nuevo León and Samuel García, through a Memorandum of Understanding to commence construction.

Tigres’ future home was designed by architecture firm Populous and envisioned to be entirely privately financed at a cost of $445 million AUD.

The stadium’s features will include a retractable pitch, as well as being able to host concerts and international sporting events like American football games.

As part of the overall plans, the stadium will include separate changing rooms for Tigres’ men’s and women’s teams, while the exterior stadia complex will complement with a hotel, shopping centre and restaurants. The venue is also intended to act as an incubator for local business, and will also have classrooms catering for the Universidad Autónoma de Nuevo León (UANL).

Juego de Pelota principle partner, César Esparza:

“There is going to be another setting for concerts and sport,” he said.

“It is a stadium prepared to host all sports, this stadium will be the postcard of Nuevo León.

“Stadium events will not be expensive for fans, as long as it has that capacity it will allow us to create different price levels for events, becoming inclusive for all people.”

UANL Tigres parent company member, Mauricio Doehner:

“Today Tigres is internationally recognised and we are always striving for more,” he said.

“Of course we deserve a new stadium, it will be the headquarters in this new era. Today, Tigres is not only a benchmark in Mexican soccer, but also on an International stadium. The Estadio Universitario has given greatness to Club Tigres and all the fans, we will honour it forever.”

Melbourne Victory names Marnong Estate as Premier Partner

Melbourne Victory has announced Marnong Estate as a Premier Partner for the 2021/22 Isuzu Ute A-League Men's season.

Melbourne Victory has announced Marnong Estate as a Premier Partner for the 2021/22 Isuzu Ute A-League Men’s season.

Marnong Estate is the Official Naming Rights Partner of the A-Lounge, providing its premium wines in the A-Lounge and Corporate Suite Foyers for tasting sessions, as well as in all Melbourne Victory’s Corporate Suite drinks packages.

As one of Melbourne’s biggest wineries, Marnong Estate also has its own boutique accommodation, as well as being able to host weddings and other functions.

Melbourne Victory Managing Director, Caroline Carnegie:

“We’re incredibly excited to be partnering with Marnong Estate and bringing a taste of their premium experience to our match days,” she said.

“Marnong Estate is an incredible facility that contributes to the local community by providing an authentic cultural and historical experience and we would love our members and fans to experience the beautiful views, food and wine as they visit Marnong itself.”

Marnong Estate General Manager, Stewart Malone:

“We are very passionate about wine, hospitality, and agriculture. The other thing we are passionate about is football and there is no greater opportunity for us than to partner with Melbourne Victory and their incredible match day experience,” he said.

“We’re excited to promote our premium wine, amazing dining options and the estate’s farm-to-fork facilities in front of one of the most dedicated fan bases in Australia.”

For more on Marnong Estate, you can find it here.

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