MADRID –
The Spanish league will look to expand its reach in the Middle East, North Africa and the Indian subcontinent as it continues its quest to grow internationally and close the gap with the English Premier League.
The new joint venture, announced Tuesday, links the Spanish league with multinational esports and gaming organization Galaxy Racer, which has expertise in the region, under a 15-year, 50-50 ownership deal.
They are targeting 3 billion euros ($2.9 billion) in revenue and are similar to what the league has been doing with entertainment group Relevent Sports to promote football and the league in North America, the league said.
The league wants to significantly increase the presence of its clubs and Spanish football in this “strategic part of the world”. The goal is to appeal to a younger audience in an area of 1.3 billion people under the age of 30.
The league said it wants to “speak meaningfully to a younger audience” through content creation and a crossover focus on gaming and esports.
“As the market enters 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 sports fans to our competition,” said Oscar Mayo, Managing Director of the spanish league .
The joint venture will set up a production studio to capitalize on Galaxy Racers’ “extensive experience in licensing, product development and content creation, production and broadcasting in a region recognized as one of the fastest growing areas in the sports business.” league said.
The Spanish league said it is already one of the most popular leagues in the region. Dubai was the first international office the league opened in 2013.
The Bundesliga has not been broadcast in the region in recent years and Serie A coverage in the region is limited, supporters of the new venture said.
The 15-year deal signed in 2018 with Relevent, co-founded by Miami Dolphins owner Stephen Ross, included an agreement to play regular-season games in the United States, but the league has had to cancel due to challenges involving some clubs are involved, yet realize and the Spanish Football Federation.
The Spanish league signed a multi-year deal in August to have video game company EA Sports as its title sponsor starting next season.