The ruling body of Spain’s top two professional football leagues, LaLiga has opened an outlet on the Chinese e-commerce platform, Youzan as part of its goal to interact with fans in the country more closely.
The store, which will be available via LaLiga’s official WeChat account, will sell official LaLiga and club goods. Products like club jerseys and other LaLiga-branded merchandise will be available.
Sergi Torrents, LaLiga managing director for China, said, “With the creation of this online shop, we want to facilitate the process for all those interested in getting jerseys, balls and other items related to LaLiga and its partners. This is also an important step for the clubs to continue their branding strategy in the country.”
In recent years, numerous clubs such as FC Barcelona and Real Madrid, have opened e-commerce stores in China. The Bundesliga club, Bayern Munich also opened a store on Alibaba’s platform in 2015.
Previously, LaLiga signed a five-year licencing agreement with the Chinese company, Global Dynamic Media (GDM) to create official cartoon doll figures, statues, and stationery aimed at the country’s young fans.
The agreement between LaLiga and GDM was brokered by the Spanish Football Commercial and Marketing Company (SFCM). Over a 15-year period beginning in 2020, SFCM will manage LaLiga’s sponsorship and licencing rights in China.
Recently, LaLiga has also extended its broadcast agreement with the multinational pay-television service, Premier Sports in the United Kingdom and Ireland for three years.