LALIGA, the Spanish professional football competition, has garnered fame in India courtesy of featuring some of the best clubs and players ever to play the sport.
Despite cricket’s enormous popularity and odd timings in the sub-continent, LALIGA has effectively caught the interest of millions of Indian football fans.
LALIGA’s fan base continues to increase, particularly among younger generations, as they are awed by the likes of watching Kylian Mbappe, Vini Jr, Jude Bellingham, Lamine Yamal, Pedri, etc every week. The wave of football is also vibrant in the Indian sub-continent due to the Indian top flight, the Indian Super League (ISL). Riding high on the football bandwagon in India, Spain’s premium football tournament plans to cater to the local Indian fans and enhance its appeal in the sports-fanatic Asian country.
To learn more about this, SportsMint Media reached out to Ms Aakriti Vohra, Global Delegate India for LALIGA. In the exclusive interview, Ms Aakriti mentioned her overall experience, insights on the GXR deal, and more.
1. Can you share your overall experience working with LALIGA and your efforts in expanding the brand in India?
India is predominantly a cricket-centric market, with around 87 to 89 percent of the focus directed towards cricket. As a result, football, along with other international leagues, faces significant competition, even from the national leagues. Operating in such a landscape is undoubtedly challenging. However, every year we learn valuable lessons and refine our strategies to better engage with the Indian audience. Our goal is to continuously improve and adapt to the unique dynamics of the market. We are seeing steady growth, and that gradual but consistent progress is key to our long-term success in India.
2. Could you provide some insight into your day-to-day operations and the tasks you handle regularly?
Our approach is 360 degrees, focusing on digital and on-ground growth to strengthen the LALIGA brand in India. We aim to grow alongside Indian football, supporting its development while expanding our presence. A key initiative is the LALIGA Football Schools, a pan-India project with 6,500 students across 48 centers in 14 cities, supported by around 40 coaches. This initiative serves as a branding tool and provides young football aspirants with a platform to pursue their professional careers. On the digital front, we’ve seen remarkable growth of over 2,000%, now reaching over 8 million followers across social media platforms in India. Our partnership with Rohit Sharma, who became LALIGA’s first non-footballing ambassador, has been instrumental in tapping into India’s cricket fanbase. His passion for LALIGA and Real Madrid has helped bridge the gap between football and cricket fans in India.
3. Could you share some insights on the GXR deal? How did the negotiations unfold, and what were the key discussions during that process?
We are always focused on innovation and leveraging technology. GXR, a free-to-air streaming app, aligns with our goal of increasing accessibility and reaching a wider audience. For us, the priority in India is to make LALIGA available to as many fans as possible. GXR provides an excellent platform to achieve this, and our decision to partner with them was a conscious choice to expand access to our content and grow our fanbase in India.
4. Could you explain the change in broadcasting with Viacom18? LALIGA was previously aired on Viacom, but there has been a notable shift this year. What prompted this decision?
Each cycle presents its own unique journey, and as I mentioned earlier, our approach is always deliberate. The world is changing. TV is losing its merit slowly, and technology and innovation have been key for LALIGA. The decision to partner with GXR is not a default one but a conscious effort to enhance accessibility for more fans. Currently, LALIGA is available for free on the GXR website and app, ensuring that anyone who wants to watch can do so easily. This initiative is all about making our product more accessible to a broader audience.
5. Can you elaborate on how the timing issue impacts the league and what steps are being taken to address it?
Contrary to popular belief, since the international expansion of LALIGA in 2016-17, we’ve focused on making our games more accessible to the Indian audience. We’ve introduced Asia-specific scheduling for major matches, including El Clásico, which recently aired late evening (IST) to accommodate Indian viewers. This shift has been a major development, and we intend to continue building on it as we grow our presence in India.
6. Can you elaborate on the strategy behind signing BKT Tyres and Dream11 as sponsors? What were the key selling points that resonated with these brands?
One of our key objectives in India is to collaborate with brands that share a similar mindset and vision, aiming to leverage mutual synergies. We seek partnerships with brands that align with our ethos and our goal of growing football, not only in India but also in supporting the broader development of the sport. It’s not just about expanding our brand, but about popularising football and working with key stakeholders to foster its growth in the country.
7. What’s your experience with LALIGA so far, and what’s your vision for its future in India?
Representing LALIGA in India has been a privilege and a rewarding professional journey. It has given me the opportunity to understand the unique dynamics of the Indian market, while also deepening my knowledge of Spanish football, and finding ways to bring them together to foster growth within this ecosystem.
Looking ahead, as Indian football continues to grow, we aim to support that development and remain relevant in the country’s football landscape. We’re committed to expanding through both digital channels and on-ground activations. For instance, we’ve organized El Clásico screenings for over 50,000 fans across India, bringing legends like Patrick Kluivert, Luis García, Gianluca Zambrotta, and Gaizka Mendieta to engage with fans. Additionally, we are strengthening institutional relationships, such as our ongoing collaboration with Turespaña (the Spanish Tourism Board), the Spanish Embassy, and Instituto Cervantes. We’re also working with state governments and the broader Indian government to introduce more ‘train-the-trainer’ programs, further supporting Indian football’s growth and ensuring we remain relevant as the sport evolves.