LaLiga, Spain’s top-flight football league, has announced a new partnership with the world’s largest esports, gaming and lifestyle organisation, Galaxy Racer (GXR). This innovative 15-year agreement will strive to transform the Spanish league’s existence in the Middle East and North Africa (MENA) region in addition to the Indian subcontinent.
The Joint Venture (JV) marks a landmark step in the world of sports rights in territories, establishing GXR as LaLiga’s local partner in the MENA and Indian subcontinent markets. The transaction is anticipated to generate over €3 billion in revenue. LaLiga and GXR will each own 50% of the joint venture.
With over 1.3 billion people under the age of 30 in the two markets, the agreement will allow LaLiga to expand its global outreach. It will also give broadcast and media rights in the Middle East, North Africa, and the Indian subcontinent, increasing viewing figures of LaLiga games in the 29 countries where the JV is in effect.
This is an incredibly crucial moment for soccer in the region, as Qatar organised the first FIFA World Cup ever held in an Arab country. The competition is anticipated to be watched by over five billion people worldwide.
Oscar Mayo, LaLiga Executive Director, said, “Signing this agreement is a testament of our deep commitment to supporting the transformation of the sports media scene, and building on the passion for football in MENA and the Indian Subcontinent. I believe that touching the hearts of youth and empowering them to experience the unifying force of football is key to our success. Galaxy Racer’s experience will be vital in building fan loyalty to position LaLiga as a top brand for football and lifestyle.”
Galaxy Racer Founder & Chairman, Paul Roy, said, “We are absolutely elated to be a part of this historic joint venture. The MENA region and Indian subcontinent is considered one of the fastest growing territories in the business of sport and by partnering with LaLiga, a global leader in football, we are confident in our ability to work together to radically transform the sports league’s brand presence in these regions, while also fostering the next generation of young sports fans.
“Several projects, including a documentary series, competitions, merchandise, live events, and activations, are already in the pipeline. Galaxy Racer presently has a sizable audience already in these areas, that we will leverage to elevate LaLiga to an aspirational brand.”
Maite Ventura, LaLiga’s Managing Director for the Middle East and North Africa, commented, “Partnering with Galaxy Racer in the MENA region and Indian subcontinent is of great strategic importance to the La Liga brand and its continued expansion in these critical markets. GXR’s extensive experience in the region will also serve as an important source of support towards our international strategy. The Middle East is growing as a dedicated sports hub and the FIFA World Cup in Qatar now is the best example of the power of the sport.”
A team of almost 20 individuals will work on the JV in the UAE to establish the brand and seek new opportunities for business.
Galaxy Racer and LaLiga have already begun working together on several projects, such as a documentary series, competitions, merchandise, live events, and activations.
Furthermore, GXR will unveil a roster of LaLiga-focused creators and cultivate creator events that will highlight the LaLiga brand across the year. The chosen creators will exclusively represent LaLiga, travelling the world to enhance both themselves and LaLiga to fans worldwide, in the same way, that LaLiga’s current football ambassadors do.