21 March – LaLiga has expanded its regional sponsorship coverage with telecoms giant MTN Group into Africa. MTN Ivory Coast joins the company’s Iranian subsidiary MTN Irancell as a regional sponsor of the Spanish league.
MTN is a leading supplier of internet services in the Ivorian market and will now be able to offer its almost 11 million subscribers access to exclusive LaLiga content.
“The decision to enter into a partnership with a leading brand such as the MTN Group, to which MTN Ivory Coast belongs, is no small matter, given that it forms part of LaLiga’s overarching strategy of continually improving its relationship with its many Ivorian fans by innovating in terms of both digital content and sponsorship activation,” assured Gregory Bolle, LaLiga’s head of global partnership sales.
MTN plans to reward the loyalty of its passionate football-watching subscribers through exclusive content, giveaways and prize draws. LaLiga says Africa is a strategically important market for its expansion.
Antonio Barradas, LaLiga’s Africa Director, said: “Africa is a strategic continent for LaLiga, because of its fans and its many different talented players. Many Ivorian footballers such as Yaya Toure, Romaric, Didier Zokora, Arouna Kone, Eric Bailly, and in the present day, Cheick Doukoure at Levante UD, have left their mark on the best football league in the world. Since then, Africa has become an essential venue for LaLiga, both to give and to receive.”
No value was given for the deal. Freddy Tchala, the general manager of MTN Ivory Coast, said: “We are proud to launch this partnership with LaLiga. This is a major step for MTN Ivory Coast in its mission to offer the benefits of a connected modern life to Ivorians. This alliance brings one of the biggest leagues in the world to our subscribers, who will get the opportunity to see their stars and experience one of their dreams coming true.”
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