Special Report: LaLiga North America amplifies content strategy with ground-breaking Disney deal

30 September 2021

Gerard Pique
Photo: Alamy FC Barcelonas Gerard Pique - one of the biggest names in LaLiga - is part of the marketing campaign trying to grow the reach of Spanish football in the US.

LaLiga signed a lucrative eight-year deal with Disney to deliver its games to U.S. fans and perceives this to be a relaunch of the league in North America.

LaLiga North America aims to gain wider reach through content and net bigger dollars that will go back to its clubs.

ESPN boosts its English and Spanish coverage with this deal, focusing more on giving core Hispanic fans what they want from a network.

Relevent Sports Group sees the benefit of making dollar investments, moving away from the typical broker model for international leagues trying to enter foreign markets.

Shahnaz Mahmud contact@offthepitch.com

The video begins: FC Barcelona’s Gerard Pique and Sergino Dest are fanning over their new home in the U.S. Quick cuts of Las Vegas and New York come into view. There are shots of on-field play, the faces of soccer gods, like Karim Benzema,-now adorning Mt. Rushmore, even the statue of Abraham Lincoln as he comes to life ever so briefly to catch a ball under his foot.

“It’s not soccer. It’s not football. It’s LaLiga,” echo top players in the league. The video ends: Pique asks Dest to show him their new home. The words Walt Disney Company flash across Dest’s smartphone screen.

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