LaLiga de Fútbol and the PortAventura World theme park announced on Monday the agreement to create a joint venture that will invest a total of 160 million euros to create a football theme park, which will be called 'The Beat Challenge' and will include a restaurant and mobile application.
The project will have a first phase, consisting of a mobile application and a themed restaurant on the Spanish soccer competition with a shop in the grounds of the amusement park in Salou (Tarragona), which will be open for 2021-22 and involves an investment of 10 million euros.
As a second phase, this joint venture between the employers' association of professional football clubs and the amusement park will invest 40 million in designing and developing a thematic attraction based on LaLiga.
The last step of the project includes the creation of a LaLiga theme park within PortAventura World, in which 100 million euros will be invested and that will accompany other existing parks, such as the Italian car brand Ferrari. Likewise, The joint venture will sign an agreement with PortAventura World that will allow it to have a 15-year license to use the LaLiga brand and the mobile application in Europe and Russia.
The employers of professional football clubs intend with this project “strengthen its presence in the entertainment market, increase revenue volume, increase brand positioning among the general public, connect with a young audience and develop a replicable entertainment format in the international market“, as indicated in a statement.
“With this joint venture together with a leisure benchmark such as PortAventura World, we reinforce this concept and offer our clubs the opportunity to amplify their brands to a young and family audience on a global basis”, declared the Director of Business, Marketing and International Development , from LaLiga, Óscar Mayo.
For his part, the general director of business of PortAventura World, David García, highlighted that the football association is “the perfect partner” to “offer innovative digital experiences” to its customers, both with the mobile application and with the theme park, as well as it valued the possibility of “exporting the project to other countries” with the license agreement included.