Interview: India becoming profitable for LaLiga as it marks three years since entering the market

6 February 2020

India
Photo: PR “It (The Indian market) is more a future market than a present day market. Present day activities are still very important for us, but the full results of this will be seen over time," says Jose Antonio Cachaza, managing director of LaLiga India. LaLiga is looking to aid the development of football in the country, as well as boost its own brand, through its LaLiga Football Schools programme launched in October 2018. So far it has established more than 30 programmes in 14 cities, reaching over 10,000 Indian boys and girls.

LaLiga has greater social media following in India than Premier League.

Major Indian brands now signing up as LaLiga partners. And football viewership is growing with remarkable pace.

Facebook broadcasting deal capturing new fans and boosting engagement.

Jonathan Dyson dyson@offthepitch.com

This week LaLiga is marking three years since it formally entered the Indian market. In February 2017 it began the first of numerous projects that have significantly raised the profile of the competition and its clubs in the region, including the opening of an office in New Delhi.

Its work here has been part of LaLiga’s aggressive international expansion, with the organisation now present in 55 countries through nine offices (the others are in Shanghai, Beijing, Johannesburg, Lagos, New York, Dubai, Mexico City and Singapore), and 46 LaLiga Global Network delegates.

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