LaLiga launches latest esports venture

LaLiga, which operates the top two divisions of Spanish football, has launched its latest esports venture, with the new project to be sponsored by Spanish banking group Santander and French food products manufacturer Danone.

The Santander Adrenalyn Challenge by LaLiga eSports will be based on a LaLiga game that was initially born seven years ago in a physical trading card format, in tandem with publishing company Panini. 

In January, this game evolved to become Adrenalyn XL Evolution, taking the trading-card format into the esports world. Since Adrenalyn XL Online’s release, it has amassed over a million downloads across its PC and mobile app versions.

The first of eight online tournaments which make up the Adrenalyn Challenge will be held on March 31 and they will each in turn determine one of the participants for the final stage. The remaining eight spots in the grand final will be determined by tournaments at video-game event Gamergy 2018, which will take place in Madrid from June 22-24.

Santander and Danone are backing the new competition to expand associations with LaLiga which involve them acting as the main and regional sponsor, respectively, of the organisation.

Earlier this month, LaLiga revealed details of a new esports competition that will be sponsored by fast-food restaurant chain McDonald’s. The competition, which has been named McDonald’s Virtual LaLiga eSports, was the first major project to be announced as part of the recently-launched LaLiga eSports initiative.

LaLiga eSports launched in February and forms part of the organisation’s ‘It is not football, it’s LaLiga’ campaign, which is seeking to engage millennials.