Since LaLiga put internationalisation at the heart of its commercial growth plans in 2016, the Spanish league operator has increased its international presence to 84 countries and grown its sponsor portfolio five-fold.
La Liga to offer tailored advertising to overseas fans
Digital billboard replacement specialist Supponor has extended its deal to bring guaranteed targeted pitch-side advertising to global audiences from some of the key games in football’s Spanish Liga.
Spanish Armada | LaLiga tries to end EPL hegemony with US expansion
Bob Williams speaks to Carlos Pérez, head of LaLiga's US office, about how the Spanish football league uses it to meet its global ambitions
GDM picks up LaLiga IP rights in China in exclusive five-year deal
Chinese sports company Global Dynamic Media (GDM) has secured the intellectual property rights for LaLiga in China for the next five years
Pursuit of early mover Autohero pays off for PSG
Paris Saint-Germain’s recent sponsorship deal with German online car retailer Autohero has highlighted the importance of approaching emerging sector brands early in their growth cycle, according to Marc A…
PlayStation’s Champions League association continues for 2021-24 cycle
European football governing body Uefa has renewed its sponsorship deal with electronics giant Sony’s PlayStation brand.
Allianz widens Barcelona sponsorship from regional to global deal
Insurance group Allianz has upgraded its sponsorship of Spanish LaLiga club Barcelona from a regional deal to a global agreement
Brighton reaping benefits of Barber’s community focus
Brighton & Hove Albion chief executive Paul Barber talks about the commercial philosophy that links his time working for the Football Association, the Vancouver Whitecaps in Major League Soccer and now the Premier League club. Ben Cronin reports.
Racing League looks to engage new audiences and reduce dependence on betting levy
Ahead of the start of the inaugural season of the Racing League, SportBusiness looks at how the new competition is looking to achieve "positive disruption" in the UK horse racing market, as well as reduce the sport's dependency on the Horse Racing Betting Levy. Matthew Williams reports.
Nent’s ambitious expansion plans are good news for rights-holders but highly risky
The Nordic Entertainment Group (Nent) plans to become Europe’s number one streaming service. If successful, its Viaplay OTT brand could soon be as ubiquitous as Sky or ESPN. But scaling in Europe on a market-by-market basis is an expensive and highly risky strategy.
Let’s get digital: Transforming equestrian’s commercial landscape
Vanessa Martin Randin, senior manager, media relations and communications at the FEI, explains how innovative digital campaigns are at the heart of evolving commercial opportunities for the International Federation.