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.