LaLiga reaches out to youth market with Disney partnership

LaLiga has struck a partnership with the Iberia division of US mass media company Disney in what the president of the organising body of the top two divisions of Spanish club football, Javier Tebas, claims is one of the most important agreements in the history of the organisation.

The agreement with Disney Iberia is set to focus on promoting the values of sport in general, and football in particular, amongst young people under the banner of ‘Juega con valores’ or ‘Play with values’.

The partnership will utilise Disney’s Marvel, Lucasfilm and Pixar brands with a campaign consisting of six adverts connected to Disney movie releases in 2019.

The values of teamwork (Avengers: Endgame), overcoming adversity (Dumbo), equality (Captain Marvel), respect and tolerance (The Lion King), fair play (Toy Story 4) and authenticity (Aladdin) will be highlighted in the campaign.

Tebas, according to the Europa Press news agency, said: “It is an agreement that is one of the most important, if not the most important, in the history of LaLiga, because for the first time, two world entertainment leaders are going to share our values ​​and spread them amongst the young and old, one of the objectives of the LaLiga strategy.”