MADRID, 8 Dic. (EUROPA PRESS) –
LaLiga and Galaxy Racer (GXR), the largest eSports, gaming and lifestyle organization in the world, signed this Thursday a joint project, with a duration of 15 years, that will transform the presence of the LaLiga brand in the Middle East, North Africa (MENA) and the Indian Subcontinent.
This ‘Joint Venture’ (JV) will be a historic milestone for the world of sports rights in this territory and will position GXR as the local partner of LaLiga in these markets. The new business, in which LaLiga and GXR will each have a 50% stake, is expected to generate more than 3 billion euros in revenue.
With more than 1.3 billion people under the age of 30 in the two markets, the JV will provide LaLiga with new ways to grow its brand and reach a younger audience. In addition, this new entity will act as a television rights agency for the MENA region and the Indian subcontinent, thus promoting the viewing of LaLiga matches in the 29 countries included in the agreement’s territory.
In this sense, the CEO of LaLiga, Óscar Mayo, highlighted the importance of this agreement for both parties. “The signing of this agreement is proof of our deep commitment to supporting the transformation of the sports media landscape, and harnessing the passion for football in MENA and the Indian subcontinent,” he said.
“I believe the key to our success is reaching out to young people and allowing them to experience the unifying force of football. The Galaxy Racer experience will be vital in building fan loyalty and positioning LaLiga as a leading football and lifestyle brand.” express.
For his part, the founder and president of Galaxy Racer, Paul Roy, was delighted to be part of this “historic” union. “By partnering with LaLiga, we are confident that our ability to work together will radically transform the brand’s presence in these regions, while fostering the next generation of young sports fans,” he acknowledged.
In addition, Maite Ventura, general director of LaLiga for the Middle East and North Africa, assured that this association is of great strategic importance for the brand, but above all “for its continued expansion in these important markets”. “GXR’s extensive experience in the region will also serve as an important source of support for our international strategy,” she noted.
The JV will have a team of about 20 people who will work to develop the brand and find new business opportunities. There will also be a Board of Directors made up of five people, including the CEO, Maite Ventura. The commercial area will be in charge of Luis Cárdenas, current Commercial Director of LaLiga MENA, who will continue in the JV as CCO.
In addition, taking into account the emerging trends in the media ecosystem, with millennials and generation Z consuming content to a greater extent through alternative media to the detriment of traditional ones, GXR will launch a content study in the MENA region to target this growing audience.
The studio will create specialized content through influencers focused on sports, lifestyle or music, who will amplify the LaLiga brand throughout the year in events and activations. The selected creators will exclusively represent LaLiga, traveling around the world to promote the brand among fans, similar to how current LaLiga ambassadors do.
The signing of this agreement took place at a key moment for the region, while the FIFA World Cup is being held in Qatar. In addition, it occurs within the framework of an immersion that the LaLiga clubs are carrying out in the territory. Throughout this week, the clubs will be able to learn about the entertainment consumption habits of the region’s population to more precisely focus their expansion efforts in the area.
They will also carry out contacts with other clubs, companies and public institutions in the territory, such as the UAE Ministry of Economy, with whom they will attend the Summit Investopia in Dubai. All in order to facilitate new opportunities for collaboration, investment and projection