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LaLiga appoints Liverpool’s Li as commercial director in Southeast Asia

Simon Li has been named as the commercial director for Southeast Asia, Japan, South Korea and Australia at Spanish football’s LaLiga.

Li will be based at LaLiga’s Singapore regional headquarters and report to managing director Ivan Codina.

Prior to taking up the new position, Li was senior global partnership development manager for Liverpool. He joined the Premier League club in April 2018 as partnership development manager with a remit to land sponsors from Japan, Korea and the Asean region.

Before that he had a brief spell at digital consultancy Seven League in London, and spent just over seven years at Konami Digital Entertainment in Tokyo, Frankfurt and London.

LaLiga, the organising body for the top two divisions of Spanish football, opened its Singapore office in March 2017 to support its growth strategy in South East Asia, Japan and South Korea.

Japan-based automotive manufacturer Mazda recently renewed its sponsorship of LaLiga for another two years, extending its agreement until the end of the 2022-23 season.

The new agreement continues to cover the top-tier LaLiga Santander and the second-tier LaLiga Smartbank, and includes advertising rights in stadiums and on LaLiga’s online platforms and social media accounts.

Commenting on the appointment, Codina said: “In Simon, we believe we have a team player with great credentials, well-established relationships and deep cultural sensibilities. As we navigate the pandemic and the world after, we look forward to Simon bringing to the table his ability to further propel our growth in the region and as a wider organisation.”

Last month, Liverpool announced the appointment of former Manchester United sponsorship head Matt Scammell as its new commercial director. He is likely to take over some responsibilities from Li.