We will try to understand how we can keep delivering to our partners so they can be with us for the longer run, says Jose Antonio Cachaza, Managing Director, LALIGA India

LALIGA has embarked on a major overhaul that includes brand development, strategy, positioning technology, audio-visual, and digital innovation.

LALIGA, the Spanish professional football competition, has unveiled the upcoming LALIGA EA SPORTS season, with its ambassador, Rohit Sharma and broadcast partner, Viacom18.

LALIGA, broadcast on Sports18 and live stream on the OTT platform, JioCinema in India, has embarked on a major overhaul that includes brand development, strategy, positioning technology, audio-visual, and digital innovation. The strategic relationship with EA Sports aims to bring the real and virtual worlds together while enhancing the fan experience and firmly committing to grassroots football.

The finest football players on the globe will once again be present in the 2023–24 season, together with a host of promising new players who will serve as the ideal showcase for Europe’s most competitive major league. The competition will be at its most productive, with a number of challengers anticipating being crowned champions and securing highly coveted spots in European football at the end of the season.

Jose Antonio Cachaza, Managing Director, LALIGA India, said, “We stand on the brink of an exhilarating new chapter, as LALIGA embarks on a transformative journey, set to redefine the very essence of our league and fan experience for the game of football. As we step into this new era, we are proud to continue with our esteemed LALIGA Ambassador, Rohit Sharma, and our trusted broadcasting partner, Viacom18, to bring the magic of LALIGA closer to hearts and screens of all Indian fans.”

Rohit Sharma, LALIGA Brand Ambassador, said, “As LALIGA Brand Ambassador, I am truly excited to be a part of this incredible journey as LALIGA unveils its new brand identity and embarks on a path of innovation and excellence. LALIGA has always been a symbol of top-tier football, and its commitment to evolving with the times while staying true to its essence is truly commendable. India’s passion for football is undeniably growing stronger by the day, and LALIGA’s new avatar perfectly aligns with the aspirations of millions of football enthusiasts in the country.”

Siddharth Sharma, Head of Content, Viacom18 – Sports said, “Through our belief in revolutionizing the way sports is consumed in the country, we align perfectly with LALIGA’s vision of innovation and delivering unparalleled content to our audience. The 2022-23 LALIGA season saw over a 100% increase in viewership compared to the previous season and through our state-of-the-art broadcasting capabilities, we will continue to provide Indian fans a top-notch experience.”

LALIGA recently surpassed 200 million social media followers making it the most recognised of Europe’s five major leagues, with fans experiencing unique content in 20 different languages throughout 16 different platforms. The new-look LALIGA mobile app will also have a more customised user experience, fresh content formats tailored to current consumer trends, and a reworked LALIGA FANTASY game as part of the overall brand reinvention. The league will employ more augmented reality, new bench, aerial, and cinematic camera angles, and new and upgraded graphics packages in its broadcasts.

To increase the league’s visibility on TV and mobile and tablet screens, there will also be ground-breaking broadcast enhancements like coaching staff interviews, pre-match footage from inside locker rooms, and greater player participation through various broadcast formats.

With commercial net earnings expected to increase by over 10% this season and assured audiovisual rights income of over €2 billion through the 2026–2027 season, LALIGA’s business continues to flourish. This season marks a momentous first for both groups as EA SPORTS joins LALIGA as the title sponsor. Global sponsors PUMA, Microsoft, Mahou, and BKT Tires continue to support the league. Dream11 and Hero Vired are LALIGA’s regional partners in India, and JioCinema and Sports18 are the broadcast partners assuring a never-before-seen viewing experience!

At the event, SportsMint Media received the privilege of having an exclusive interaction with José Antonio Cachaza.

With a new logo and new branding, how are you approaching the new season on the business front?

We will just try to understand how we can keep delivering to our partners so they can be with us for the longer run. Along with this, to also understand the market how it evolves and what kind of corporate schools we should approach to bring them on board. Now, it’s just the basics we will keep doing that and there’s no secret, it’s mainly understanding what to expect and what assets, we can deliver to our partners.

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