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LaLiga engages with skiers through Grupo Aramón tie-up

Lionel Messi of FC Barcelona takes on Bernardo Espinosa and Naldo of RCD Espanyol during their LaLiga match (by Alex Caparros/Getty Images)

LaLiga, the organising body of the top two divisions of Spanish club football, has sought to embrace the winter sports market by agreeing a partnership with ski resort organisation, Grupo Aramón.

During the skiing season, the brands of the 20 LaLiga clubs, plus Real Zaragoza and SD Huesca, the two Aragonese clubs of the Segunda División, will be visible at the stations of Cerler and Formigal-Panticosa in the Pyrenees; and Javalambre and Valdelinares in the Sistema Ibérico.

The Movistar LaLiga television channel will also be promoted, while skiers will be able to engage with other activations such as watch parties for LaLiga matches, skill games that combine skiing and football, and après-ski parties.

LaLiga president Javier Tebas said: “LaLiga is much more than football, it’s entertainment, so being able to be present on the Aramón slopes, where sport and entertainment come together every ski season, is a great opportunity for all the clubs that make up LaLiga.”