La Liga Twentynine’s sports bar concept launched

La Liga has created a hospitality concept titled La Liga Twentynine’s, the sports bars will be opened internationally and focus on a combination of food, culture, leisure and technology.

La Liga Twentynine’s is the first time that a sports competition has created a licensing model like this to be used internationally.

The project aims to improve fan engagement both in Spain and overseas. The first of these sports bars will open at the start of next year in Barcelona.

There will be different sections to La Liga Twentynine’s sports bars. One area will allow for fans to watch sport while sitting in a recreation of a stand from a La Liga stadium.

La Liga said that the culinary experience will be a major part of the project. eSports zones, fan engagement and merchandise areas are also a part of the concept.

“La Liga Twentynine’s will mark a before and after in the world of entertainment. We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar,” Business, Marketing and International Development Director at La Liga, Óscar Mayo said in a statement.

“This ambitious project represents La Liga’s commitment to innovation in its international development and the creation of new business lines that add value to our clubs.

“We are doing this hand in hand with strategic partners that have deep experience in the hospitality or restaurant sector to help take the concept of a traditional sports bar much further through unique user experiences.”

On Wednesday, Spanish hotel chain Barceló Hotel Group partnered with La Liga to become the exclusive rights holder for La Liga Twentynine’s licenses in the Middle East and North Africa.

“From Barceló Hotel Group, we continue to bet on experiential innovation, creating unique and differentiated experiences in our hotels. La Liga Twentynine’s is an innovative concept that unites us with a prestigious brand in La Liga to develop this new concept of sports bar in which our clients will enjoy surprising experiences linked to sports,” Chief Marketing Officer of Barceló Hotel Group, Sara Ramis said about the partnership.

La Liga is currently in discussions with other companies to have further La Liga Twentynine’s opened internationally.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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