June 3 – Spain’s LaLiga has expanded its North American 50/50 joint venture with the US-based Relevent Sports Group to include Mexico as part of the territories that it manages.
The expansion of LaLiga North America’s responsibilities to include Mexico will focus on media rights and strengthening commercial operations, including developing and producing content in order to grow LaLiga fans in Mexico. LaLiga’s broadcast partner in Mexico is SKY Sports.
“For LaLiga, this is the ideal moment to seize the opportunity and accelerate our growth throughout North America,” said Javier Tebas, president of LaLiga. “Stephen Ross and the Relevent Sports team have been great partners, and expanding our collaboration with them will no doubt help further boost the LaLiga brand and LaLiga Santander and LaLiga SmartBank clubs throughout the region.”
Key to the strategic thinking behind the expansion was to take advantage of opportunities around the 2026 World Cup that is being co-hosed by Mexico.
LaLiga has had a presence in Mexico since 2017 via the LaLiga Global Network programme that saw a LaLiga staffer sent to represent the league in the local market. A permanent LaLiga office in Mexico City was established in 2018. LaLiga staff in Mexico will now be absorbed into the LaLiga North America team.
The partnership between LaLiga and Relevent has endured despite the failure to win approvals to stage regular LaLiga season games in the US.
Stephen Ross, Cchairman and owner of Relevent Sports Group, said: “We are very proud of the work we have done so far in the United States and Canada through LaLiga North America. We are delighted to have the opportunity to make good use of our experience in Mexico through the expansion of this agreement. Furthermore, we hope to continue expanding our collaboration to even more ambitious projects with LaLiga in the upcoming years.”
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