La Liga launches new partnership with M88

La Liga launched a new partnership with M88 - the online betting company becomes the league’s Official Regional Betting Partner for Asia.

La Liga has launched a new partnership with M88, holding a presentation to recognise the online betting company becoming the league’s Official Regional Betting Partner for Asia.

Earlier this month it was announced that the two organisations would be entering into a multi-year partnership.

The partnership will run until at least the end of 2024 – the agreement will see the two organisations work together to create content to increase the popularity of the Spanish league in Asia.

La Liga Head of Business, Marketing and International Development, Óscar Mayo said that regional commercial partnerships were important for professional leagues.

“They are very important because they help us to get the excitement of La Liga closer to all the different regions outside of Spain, so they can watch matches. This is why we have partners like M88,” he said.

“We want to be closer to out fans and obviously we want to take La Liga to all corners of the world each week, because we have millions of fans.”

Mayo said that he saw the agreement as more of a partnership than a sponsorship.

“M88 will help La Liga grow its brand and obviously La Liga is very interested in all the different markets,” he said.

The presentation was also attended by M88 Creative Director Carlos Lopez as well as La Liga ambassadors and former players Luis Garcia and Fernando Morientes.

M88 Creative Director Carlos Lopez spoke of the benefits to the partnership.

“It’s an exciting partnership especially because La Liga is huge in Asia. Our customer base is all sports fans mainly, so they follow La Liga on a regular basis. That means that it will give us a lot of exposure,” he said.

Lopez also added that the partnership will allow M88 to keep its customers engaged through firsthand news directly from La Liga and the creation of content.

Weekly analysis videos will be created featuring La Liga ambassadors. While La Liga and M88 will also run competitions – merchandise, tickets and experiences are set to be offered as prizes.

Luis Garcia and Fernando Morientes said that interest in both football and the Spaish league in Asia was growing.

“All the different ambassadors have seen this because we’ve been fortunate enough to travel to Asia a lot,” Morientes said.

“We’re really getting closer to out fans, we can see thieve got much more interest, we can see obviously this interest is growing. It was a gradual process, but really we have seen this change. Especially in that corner of the world, La Liga is becoming more and more important.”

SportsBusiness have reported that the deal is worth between $5-7 million USD a season ($7-10 million AUD).

Daniel Foley is a sports junior journalist with Soccerscene. He reports widely on football policy and micro industry matters.

Paramount+ secures Premier League deal overseas

A-Leagues broadcaster Paramount+ has secured a three-year deal for English Premier League broadcast rights in Mexico and Central America.

A-Leagues broadcaster Paramount+ has secured a three-year deal for English Premier League rights in Mexico and Central America from the start of the 2022/23 season.

The new partnership will mark the end of pay-TV provider Sky Mexico’s reign as the only Premier League broadcaster in the region.

All 380 English Premier League matches will be streamed live through Paramount+ and ‘PlutoTV’ who is the aggregated streaming platform for Paramount+.

The contract covers Mexico, Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama. It also includes Belize and the Dominican Republic but on a non-exclusive basis.

Paramount+, owned by ViacomCBS, has also secured a Premier League feed for its platforms featuring 24/7 coverage of the competition.

ViacomCBS launched Paramount+ in the US in 2019 with several high-profile soccer rights acquisitions. This included International matches, CONCACAF, UEFA Champions League, as well as top flight football from Italy, Argentina and Brazil.

The Premier League rights deal marks an expansion of operations in Central America ahead of moving into a number of additional territories by 2023, including the UK, Ireland, Germany and Italy.

Premier League Chief Executive Officer, Paul Molnar:

“We are very happy that ViacomCBS views the Premier League and our clubs as a vital part of their live sports offering,” he said.

“ViacomCBS platforms, including Paramount+ and Pluto TV, will be an outstanding home for the Premier League and we look forward to working together to showcase the league to new and existing fans throughout Central America and Mexico.”

Paramount+ has already made their mark in Australia, providing live coverage for A-League men’s and women’s competitions for subscribers to the platform.

ViacomCBS President and Chief Executive, Raffaele Annecchino:

“We know audiences around the world are passionate about sports, and especially about football. This partnership with the Premier League brings exclusive content directly to those fans, live for the first time on Paramount+ in Mexico and Central America,” he said.

“Live sports are an important differentiator for our streaming service, and as we’ve seen in the US and Australia, we are confident this will drive subscriber growth as we continue to offer the best mix of entertainment and now – live sports.”

LaLiga celebrates five years of international growth

LaLiga has celebrated five years of it's very own unique international structure that has driven worldwide expansion of the competition.

LaLiga has celebrated five years of it’s very own unique international structure that has driven worldwide expansion of the competition, turning the Spanish league into a world-leading reference for the sports industry.

The LaLiga Global Network program was launched in early January 2017, and is present in 41 different countries, with 44 on-site delegates and another 11 employees working from LaLiga headquarters in Madrid.

The program also has 11 international offices and two joint ventures in North America and China. The international expansion strategy has covered over 90 different countries, boasting an extreme amount of growth throughout a five-year period.

It is a big reason why more and more people around the world are falling in love with LaLiga football.

LaLiga executive director Oscar Mayo:

“Five years ago, we embarked on an ambitious mission to bring the entertainment and emotion of LaLiga to more fans around the world and to help grow football as a sport everywhere,” he said.

“We are very proud that LaLiga and its main protagonists, clubs, players, coaches, are closer today to more people around the world than ever before.

“That said, this is just the beginning, together with clubs and with the support of our new partner CVC, we will give our international efforts a massive boost.”

The internationalisation strategy has had a positive effect in the growth of the community within LaLiga facts across the globe, as the league now possesses 146 million followers.

LaLiga produces plenty of content, however what is unique is that the content is published in over 20 different languages across 17 different social media platforms, allowing discussions about the league to occur in many different places.

Out of all the top five leagues in Europe, LaLiga has the largest following. Even in recent years, the number of international activations organised by LaLiga has doubled, reaching 1,222 across more than 90 countries.

Mayo continued:

“When it comes to football fans outside of Spain, we always say that we would like to be everyone’s second most popular league, after their local league,” he said.

“National leagues are the true engine of football and that’s why LaLiga is sharing the recipe of its own success with leagues, federations and clubs around the world.

“The growing number of commercial partnerships around the world is a sign of the increasing relevance of LaLiga. Our commercial partner are a very important part of LaLiga fan engagement.”

La Liga has had 247% in the value of the competitions’ international audiovisual rights since 2013/14 and a boost to the value of the LaLiga brand.

The numbers confirm that Spanish football has captivated fans all over the world, whilst attesting to the success of the internationalisation process.

“We are on an exciting journey to entertain people around the globe. We will continue to make bold bets to bring Spanish football fans everywhere great entertainment and to introduce our competition to more people everywhere. We are only just getting started,” Mayo said.

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