LaLiga takes a giant step in its internationalization playing matches in the United States

LaLiga North America, a 15-year joint venture and 50% joint venture with Relevent, will be the exclusive representative of LaLiga in both territories with great aspirations, including holding a LaLiga Santander match in the US. UU



LaLiga and Relevent, a media, sports and entertainment multinational, today announced a pioneering 15-year agreement, a joint venture in equal measure to promote football in the United States and Canada over a 15-year period.

As part of the agreement, LaLiga plans to play a game of the official season in the United States, the first to be played outside of Europe.

Recently created and named LaLiga North America, the company will focus its efforts to promote the culture of football in the United States and Canada thanks to the insurmountable assets of LaLiga, the most important league in the world and with the best clubs and players of international renown. North America can enjoy the unparalleled culture of Spanish football, known for its passion, strength, history, talent and creativity.

This agreement marks a turning point for football, the most popular sport in the world in terms of number of participants and spectators, in the United States and Canada. The announcement comes after the success of the 2018 FIFA World Cup, which brought together players from all the clubs in the Spanish first division, and with a view to the FIFA 2026 World Cup, to be held in North America.

LaLiga North America has exclusive representation of LaLiga in the United States and Canada for all business development. The alliance will strengthen the growth of LaLiga in the United States and Canada through activities such as nursery schools, training of grassroots coaches, marketing agreements, brand activations with consumers, exhibition matches and plans to play an official match of LaLiga Santander in United States.

Stephen Ross, president and owner of Relevent, stressed that "this extraordinary joint venture is the next big step in the growing popularity of football in North America. This unique relationship will create new opportunities for millions of American football fans to experience the most passionate, exciting and highest-level football in the world. "




The president of LaLiga, Javier Tebas, added that "we are focused on fostering a passion for football throughout the world. This revolutionary agreement will undoubtedly give a fundamental boost to the popularity of this beautiful sport in the United States and Canada. Relevent has filled stadiums throughout the United States with the International Champions Cup; We are delighted to collaborate with them in this joint mission to promote football in North America. "

Based in New York, LaLiga North America has as CEO Boris Gartnera, a senior executive from Televisa with extensive experience in the Hispanic and Latin American markets in the US. UU., Former director of strategy and operations of Televisa in Mexico, with previous executive functions in Univisión EE. UU The joint venture will have a team dedicated to developing the brand and achieving new business opportunities. The Gartner team will have the vice president of strategy and commercial development of LaLiga North America, Nicolás García Hemme, who has previously worked in the international development of LaLiga in Madrid.

In addition to promoting sport in the US and Canadian markets, LaLiga North America will also boost growth and opportunities for LaLiga and its clubs in this market.

"This partnership demonstrates LaLiga's vision of the present and future of being the best football league in the world," said Relevent CEO Danny Sillman, who negotiated the deal directly with LaLiga. "LaLiga's long tradition of excellence and international reputation, combined with Relevent's experience in this market, will accelerate the growth and popularity of soccer and LaLiga's global brand in North America."

"Uniting with Relevent to create LaLiga North America is a great milestone in our international expansion strategy," added LaLiga international development director Óscar Mayo, who led the operation for LaLiga. "This agreement guarantees not only a bright future for football in North America, but also for LaLiga and our clubs."

The board of directors of LaLiga North America will be composed of: Stephen Ross, president of Relevent; Daniel Sillman, CEO of Relevent; Boris Gartner, general director of LaLiga North America; Javier Tebas, president of LaLiga; and Oscar Mayo, director of international development at LaLiga.