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Writer's pictureRoger Hampel

LaLiga and the US: How Spanish Football is Winning Over American Fans?

Roger Hampel


Sergiño Dest vs. Yunus Musah. FC Barcelona vs. Valencia 2020.

Two American players face each other for the first time in LaLiga history.

Source: https://m.allfootballapp.com/news/La-Liga/Two-USMNT-players-face-each-other-for-the-first-time-in-LaLiga-history/2514699



Football, also known as soccer, has been growing in popularity in the United States for several years now. This is thanks to several factors, such as the rise of domestic leagues like MLS, NWSL, and USL, American players' success in both domestic and foreign clubs, and the sport's appeal to younger, diverse, and digitally savvy demographics. With the increasing access to global football on TV, streaming platforms, and social media, the beautiful game is being appreciated and engaged with more than ever before in the US, where American football reigns supreme.


According to "Boardroom", LaLiga, Spain's premier domestic football league, is no exception to this trend. The league has secured a $1.4 billion media rights deal with ESPN to broadcast its matches in both English and Spanish across the US through the 2028-29 season. The US market is one of three identified by LaLiga as a Tier 1 country in its international strategy to focus on and achieve sustainable growth in the number of fans, TV audiences, members, and merchandise sales, among other areas.


Valencia CF, one of the clubs in LaLiga, has a widely known international presence, and according to the club's media and communications director, Javier Latorre, there is growing interest from North American fans who have their eyes on Yunus Musah. Valencia CF is relying heavily on growing awareness and engagement in the US market to achieve its goals for the 2022-23 season, which it has set internally.


LALIGA NORTH AMERICA


LaLiga North America is a 50-50 joint venture between LaLiga and Relevent Sports Group, which serves as the exclusive representation of LaLiga in the US, Canada, Mexico, and Central America for all business and development activities. The operation manages the TV and media rights and commercial agreements on behalf of the league while supporting its growth on the continent through content development, events and activations, marketing agreements, and youth academies and coaches.


LaLiga clubs are telling stories about their respective cities and regions, organization history, famous players, and anything else that makes them unique not only in Spain but in global football. Clubs need to understand their target audience segments, such as first-generation Hispanics or Spanish speakers in the US, who are already familiar with LaLiga, and second- and third-generation Hispanics who are more "American" and might not be. LaLiga North America is working with clubs to create cohesive storytelling that resonates in the US market.


LaLiga clubs are jostling for eyeballs in a crowded US sports market, which is dominated by American football and basketball, and also includes baseball, ice hockey, UFC, and other European football leagues like the Premier League and Bundesliga. However, the US population is more than big enough to accommodate LaLiga and other leagues, and LaLiga clubs need to be much more aggressive marketing-wise to stand out in the market.


Finally, LaLiga Impulso is a deal with a private equity fund approved in December 2021 by 37 of the 42 teams comprising Spain's top two divisions, which aims to boost the league's internationalization and marketing strategies. This deal will undoubtedly help LaLiga clubs to achieve their goals and compete more effectively with other leagues in the US and other countries.


LALIGA SUMMER TOUR


Moreover, LaLiga continues to expand its global presence with the launch of its new initiative, "LaLiga Summer Tour." This initiative aims to organize friendly match tours for its clubs during the summer season, with the objective of bringing LaLiga's passion to its fans worldwide. The platform is part of LaLiga's international development strategy, which seeks to expand the league's reach and grow its fan base in key markets, particularly in North America.




The "LaLiga Summer Tour" will begin in 2023 in the United States and Mexico, featuring four renowned LaLiga clubs. These matches will be played before the official competitions start, providing an opportunity for fans to see their favorite teams in action before the season begins.

LaLiga North America is working alongside Relevent Sports Group to develop and expand the league, its clubs, and competitions in North American markets. Relevent Sports Group will oversee all aspects of promotion, marketing, operations, and logistics, utilizing their expertise in bringing global soccer to North America through their joint venture with LaLiga.



Sources:

Boardroom: https://boardroom.tv/laliga-united-states-market-priority/

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