The league considers it “key” to connect with the Spanish-speaking fan in United States and Canada, something he does “with a multilingual strategy”, as explained by the head of sponsorship of the subsidiary of the Spanish football association in North America, Patrick Lowe, in the forum 'Soccerex'.
“For us it is clear that the key is to connect with the Hispanic American fan base who consume The league. Many of them see it in Spanish, and the idea is to offer them the products we make. We are creating seven programs every week, with a multilingual approach, “he explained. Lowe during your speech.
The association of Spanish professional football clubs has since 2018 a joint venture for the market of United States
s Y Canada 50% shared with the multinational sports and entertainment company Relevent, with which he signed an agreement for 15 years, with a view tol 2026 World Cup what will they organize USA, Mexico Y Canada.
Within this strategy, Lowe commented that the objective of Spanish football is to “position itself” in these countries, not only with major events such as the 'Clásicos' between Real Madrid and Barcelona, but with other elements such as academies, activities, sponsorship campaigns and content for the media.
“Our goal before and after the pandemic is to be very active in this region and in cities like Miami, New York, Houston, Chicago, Dallas, Los Angeles… Not only so that the matches are consumed, but also to generate activities in these cities, “he added.
The representative of the North American affiliate of The league participated in 'Soccerex' to explain how they have worked the sponsorship of the food supplements company Herbalife, one of the seven commercial partners they have in this area of the world.
“If you look back three years, it wasn't easy. The competition is fierce in sports, with major leagues, clubs, and athletes. So for us it's amazing to have a partner like Herbalife. We are looking for cases like this in the market, “he said.
On the part of the American company participated Meghan magid, who explained that they approached the Spanish championship because they wanted to join football to “grow internationally.”
“Being a company that is in 94 countries, we see that football is global and allows us to grow in them. It is one of the great leagues in the world,” said the brand executive during this virtual forum, which ends this Friday.