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LaLiga opens 11th international office with London operation

Gareth Bale of Real Madrid battles for the ball with Renan Lodi of Atletico Madrid (Photo by Angel Martinez/Getty Images)

Spanish football’s LaLiga has added its eleventh international office with the opening of an operation in the King’s Cross area of London.

LaLiga said that the official base in the UK capital would “support the league’s goal of promoting LaLiga around the world, while enhancing relationships with stakeholders and engaging with fans of LaLiga and its member clubs”.

The London office adds to LaLiga’s existing international offices in Belgium, India, Mexico, Nigeria, Singapore, South Africa, the United Arab Emirates and the US, along with Chinese offices in Beijing and Shanghai. The international offices are complemented by the league’s “Global Network” representatives in different countries.

The league’s London operation will be led by Keegan Pierce and Javier del Rio, LaLiga’s existing Global Network delegates in the UK and Ireland.

Óscar Mayo, LaLiga’s head of revenue, marketing and international development, said: “This strategy sees LaLiga contribute to the growth of LaLiga Santander and LaLiga SmartBank clubs in key markets by offering business opportunities with support provided by our experts in each region.”

LaLiga president Javier Tebas said: “The UK is one of the most important strategic markets for both LaLiga and its clubs. From a business perspective, London is home to the world’s leading media outlets, broadcasters and sponsors. We look forward to building on the already strong reputation that Spanish football has in the country where the game was born.”

The Spanish league recently held a launch event in London to promote the arrival of the LaLigaTV linear television channel in the UK and Ireland in a tie-up with rights-holder Premier Sports, the pay-television broadcaster.

LaLigaTV launched as a linear channel on the Sky and Virgin Media platforms last month. The channel is priced at £5.99 ($7.74) per month (€5.99 per month in Ireland) but is free to Premier Sports subscribers. In addition to a traditional rights fee arrangement, Premier Sports and LaLiga share LaLigaTV subscription revenues in the UK and Ireland as part of their deal.