How CD Leganés built their unique brand and plan to return to LaLiga

2 October 2020

Photo: PA Images Leganes' players reacts after the team was relegated to Spanish Second Division after four consecutive seasons in LaLiga.

Daniel Abanda helped develop the club's brand from "nothing" to a respected team with an instantly-recognisable mascot.

In a geographical area with a lot of clubs, they had to be creative to attract fans and sponsors.

Named by as Europe's top financial performer for 2019, Leganés was relegated from LaLiga and its budget for this season has fallen more than 50 per cent.

The club hopes a €14.8 million parachute payment will help them push for promotion this season and an immediate return to LaLiga.

A banner above the player's tunnel at the Estadio Municipal de Butarque sums up how the home team want to be seen. "El corazón de una ciudad" ("The heart of a city") it reads.  

CD Leganés, the team from the small city of the same name on the outskirts of Madrid, is a well-respected, family-friendly club. They are known for work with the local community, as well as for having probably the most-recognisable mascot in Spanish football. But the club's reputation has not always been like this.

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