Spain’s elite football league, LALIGA, has announced the formation of a strategic joint venture with STRIVE Sports & Entertainment, aimed at accelerating the league’s commercial growth and strengthening its long-term footprint across the Middle East, North Africa (MENA), and South Asia.
Under the agreement, STRIVE has acquired a 50 percent stake in LALIGA MENA & South Asia, the Dubai-based entity through which LALIGA has managed its regional operations for more than 11 years. The joint venture formalises a deeper partnership between the two organisations and positions the region as a central pillar of LALIGA’s global expansion strategy.
The collaboration is designed to enhance brand positioning, drive market-specific commercial opportunities, and build a more integrated football ecosystem across one of the world’s most dynamic sports markets. The joint venture structure enables both parties to jointly develop new revenue streams while maintaining a strong local operating presence.
Commenting on the partnership, Javier Tebas, President of LALIGA, said, “In such a strategically important market for LALIGA as MENA and South Asia, this agreement with STRIVE will allow us to grow at a faster pace and unlock new markets and opportunities, working hand in hand with a partner that brings strong professionalism, reputation, and influence across the region.”
His Excellency Abdulla Al Zain, the Chairman of STRIVE Sports & Entertainment, added, “We are pleased to embark on this new Joint Venture which unlocks the full potential of LALIGA as a global brand, and expands regional reach. This partnership represents an important step in advancing STRIVE’s regional and global portfolio, and we look forward to the opportunities it will create.”
Maite Ventura, Managing Director of LALIGA MENA and South Asia, continued, “This agreement reinforces our long-term commitment to a region we view as essential to LALIGA’s global growth. We aim to be closer to our fans, better understand their habits, and forge local alliances that will allow us to continue delivering sustainable value over time.”
MENA and South Asia remain among LALIGA’s most promising international regions. The league currently operates with a team of 20 professionals spread across Saudi Arabia, the United Arab Emirates, Iraq, Egypt, Morocco, India, Jordan, and Turkey. From these markets, LALIGA works closely with public institutions, private enterprises, and football stakeholders to support development across grassroots, professional, and commercial levels.
LALIGA’s regional footprint has expanded steadily over the years. The league now counts more than 40 regional partners, operates five football academies, and holds a strategic consultancy agreement in Iraq. Its audience reach across MENA and South Asia exceeds 500 million cumulative viewers, supported by a digital following of more than 55 million across regional social media platforms.
The joint venture comes at a time when LALIGA clubs are increasing their direct engagement across MENA and South Asia through local activations, fan initiatives, and development programmes, as the league continues to prioritise owned operations and long-term growth in international markets.
