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AT THE WEEKEND, Spanish champions FC Barcelona had less possession than their opponents for the first time in over five years. La Liga minnows Rayo Vallecano kept the ball from the Blaugrana for 55 per cent of the game – and promptly lost the match 4-0.

The result rather sums up La Liga for those who bemoan the lack of competition for the title beyond the Real Madrid and Barcelona duopoly. And it perhaps explains why La Liga is presently many tens of millions of euros behind the English Premier League in monetising its appeal outside of its domestic market.

In issue 6 of Sport Sponsorship Insider, reporter Steven Slayford uncovered the central sponsorship revenues of Spain's La Liga but also revealed the league's new global sponsorship strategy.

The league believes it has suffered in its attempts to monetise the brand in Spanish-speaking countries for a different reason to that outlined above – because of the strength of local leagues and clubs in Latin and Central America.

With new commercial executives in place, however, La Liga aims to follow the English Premier League and make money from markets world-wide.

Football (and cricket) dominate the agenda in September's newsletter.

In Italy, Serie A and Serie B have made title sponsorship deals with telecom company TIM and online betting brand Eurobet respectively that make up the lion's share of central revenues.

The Serie B story is an interesting one because bwin, one of the most ubiquitous of European football sponsors, exited the title position this season, giving rivals Eurobet an opening in an important betting market.

Reporter Robin Jellis has deal information from both leagues and interviews with the brands concerned.

As for the summer sport, cricket, it was fascinating to discover how the ICC hopes to double income in the next sponsorship cycle from 2015 to 2023. The money in cricket is from India, England and Australia – and the ICC has skewed its major events exclusively to these markets in the next cycle.

The ECB itself has also come up with a new plan to maximise revenues, and Steven Slayford has the numbers on the new deal with NatWest covering the T20 format from county to England team levels.

All this, as well as sponsorship insight into the WTA, Formula E and the International Table Tennis Federation, plus a champagne moment from Fifa and you have your sixth issue of Sports Sponsorship Insider.

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