Opportunistic LaLiga "in landgrab" offers flagship channel free to Sky's UK customers for entire month of June

28 May 2020

Photo: PA Images Almost ten million UK households subscribe to Sky's TV platform, making it the most broadly watched pay-subscription service in the country.

Almost ten million households in the UK will be able to watch all LaLiga matches for free in June as the league targets a "really strong potential for growth".

It is an opportunity for LaLiga to build a new audience or regain lost customers, according to a sports marketing expert, but he only expects a short-term surge in interest.

The league, however, hopes consumers will make it part of their regular viewing habits.

Emil Gjerding Nielson nielson@offthepitch.com

LaLiga has made its flagship 24/7 TV channel free to watch for Sky's UK customers in the entire month of June as the league seeks to grow its consumer base amid the suspension of all English football.

The move comes after the league in February strengthened its global presence by opening an office in London, the body's 11th outside of Spain, as part of an international growth venture. That was just shortly after the launch of a dedicated, 24/7 channel in the UK and Ireland - showing all available live matches - as LaLiga tries to wrest market share from the Premier League.

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