\n
\nLaLiga, Spain\u2019s top-flight football competition, and Galaxy Racer, the Dubai-based transmedia multinational, have signed a 15-year joint venture to promote the league\u2019s brand in the Middle East and North Africa region and Indian subcontinent.<\/p>\n
\nThe collaboration positions GXR as LaLiga\u2019s local partner, setting up a first for the world of sports rights in the territories, which is projected to yield almost $3 billion in revenue.<\/p>\n
\nLaLiga Executive Director Oscar Mayo said: \u201cWith the market set to enter a new era of growth, this is the right moment to take our business in the region to the next level and attract the next generation of younger sport fans to our competition.<\/p>\n
\n\u201cThis historic partnership is set to boost the popularity of LaLiga and football in MENA and the Indian subcontinent. With Galaxy Racer\u2019s extensive experience in the region as one of the world\u2019s largest transmedia powerhouses we believe they are the ideal partner to help us reach a fresh new audience and unlock the true potential of LaLiga in the region.\u201d<\/p>\n
\nGXR, founded in 2019 by Group CEO Paul Roy, is the largest esports, gaming and lifestyle organization in the world, with a presence in the MENA region, North America, southeast Asia, south Asia and Europe.\u00a0<\/p>\n
\n\u201c\u200bThe LaLiga brand is powerful, but its potential remains untapped amongst millennials and GenZ in the MENA region and Indian subcontinent,\u201d Roy said.<\/p>\n
\n\u201cOur opportunity is to connect with a younger audience in a way that resonates with them. Galaxy Racer has a market reach that will help unlock that potential and elevate LaLiga to an aspirational brand for target audiences in the region.\u201d<\/p>\n
\nFollowing the signing of the Letter of Intent, the parties entered an exclusive period to conclude contract details and the establishment of the joint venture, in which LaLiga and GXR will each hold a 50 percent stake.<\/p>\n
\nThe venture will offer LaLiga new avenues and opportunities to increase brand presence across a key target region that is one of the youngest on the planet with more than 1.3 billion people aged under 30.<\/p>\n
\nIn addition, the partnership will act as the media rights agency for the broadcast and media rights for MENA and Indian subcontinent.<\/p>\n
\nThe deal provides LaLiga a pathway to share its intellectual property through a local partner already offering considerable market reach. GXR has over 500 million followers worldwide and a platform for growth that leverages expertise in six key verticals: Licensing, content creation, esports, influencer\/talent management, merchandising and music.<\/p>\n
\n\u201cPartnering with Galaxy Racer is a major milestone in our international expansion strategy,\u201d added Maite Ventura, LaLiga\u2019s managing director for the Middle East and North Africa. \u201cThis agreement ensures not only a bright future for football in MENA and the Indian subcontinent, but also for LaLiga and our clubs.<\/p>\n
\n\u201cSuccess for us is seeing more of the younger crowd playing and enjoying the game, we want to tap into the hearts and minds of the millennials and GenZ. With Galaxy Racer\u2019s expertise in the market, we will be able to truly build fan loyalty and position LaLiga as a top-of-mind brand for football and lifestyle.\u201d<\/p>\n
\nBased in the UAE, the joint venture will feature a team of around 20 people dedicated to developing the brand and securing new business, with a five-person board of directors, including Ventura. Luis Cardenas, commercial director for LaLiga MENA, will be chief commercial officer.<\/p>\n
\nThe venture\u2019s staff will work with the league\u2019s delegates based in Morocco, Egypt, Qatar, Saudi Arabia, Turkey, Israel, India and the UAE.<\/p>\n
\nSeveral LaLiga and Galaxy Racer collaborations are already in the works including a documentary series, tournaments, merchandise, physical events, and activations.<\/p>\n
\nGXR will also curate creator activities to showcase the LaLiga brand throughout the year and will launch a roster of LaLiga-focused creators. Like LaLiga\u2019s current football ambassadors, the creators selected will represent LaLiga exclusively, touring the world promoting themselves and the league to fans globally.<\/p>\n<\/div>\n
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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"LaLiga, Spain\u2019s top-flight football competition, and Galaxy Racer, the Dubai-based transmedia multinational, have signed a 15-year…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-2996","post","type-post","status-publish","format-standard","hentry","category-sport"],"yoast_head":"\n
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