LaLiga boosts Chinese operations with Mediapro/Super Sports joint venture

May 14 – LaLiga, Mediapro and Asia-based Super Sports Media have formed a joint venture in China to promote the Spanish league’s commercial assets.

The new company – The Spanish Football Commercial & Marketing Company (SFCM) – will be responsible for sourcing new business across the territories of mainland China, Hong Kong, Macau and Taiwan, working with LaLiga’s China offices.

SFCM will also boost LaLiga China’s promotion and sponsorship activation capabilities at a local level with exclusive advertising packages, as well as the organisation of eSports tournaments, said a press release.

“LaLiga is joining together with two important partners in the business of sponsorship and licensing: MEDIAPRO China and Super Sports Media, owner of the audiovisual rights for LaLiga in China and AFC (Asian Football Confederation) among other things. We want to continue growing and innovating in this market and working together with these partners will help us to strengthen our strategy and grow in new areas,” said Javier Tebas, president of LaLiga and member of the SFCM board.

Sergi Torrents (pictured), managing director of LaLiga in China, will be SFCM’s CEO.

Other board members will be  Pilar Jiménez, CEO of MEDIAPRO Group Asia Pacific, as president, Oscar Mayo, Business, Marketing and International Development Director of LaLiga, as vice president, as well as Tebas, Jaume Roures, sole administrator of MEDIAPRO Group, and Yu Lingxiao, CEO of SuperSports.

“The joint venture represents an important step in LaLiga’s commercial strategy in China. MEDIAPRO Group and Super Sports Media become part of our development in the country, adding local expertise and new assets with which we hope to expand our pool of partners and licensees in the region,” said Torrents.

LaLiga has introduced favourable match time slots for Asian TV viewers generally as it has built its footprint across the vast region. This has been supported by the growth of LaLiga social media profiles on Weibo, Douyin and Wechat.

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