Getty ImagesLa Liga, the organising body for Spanish soccer’s top two divisions, has signed a joint venture designed to grow its Chinese commercial activity by partnering with the Mediapro agency and broadcaster Super Sports Media. The agreement establishes the Spanish Football Commercial & Marketing Company (SFCM) for an initial 15 years, open to renewal after that period, with operations across mainland China, Hong Kong, Macau and Taiwan. The partnership will also incorporate La Liga’s China offices to complement Spanish soccer’s existing regional strategy, while also opening up new advertising streams for the league’s clubs and sponsors, as well as the option to host esports tournaments. Sergi Torrents, La Liga’s managing director in China, has been appointed as the company’s chief executive, with Pilar Jiménez, Mediapro’s chief executive in Asia-Pacific, acting as president. Other board members include Oscar Mayo, La Liga’s business, marketing and international development director, who has been appointed vice president, as well as La Liga president Javier Tebas, Mediapro chief executive Jaume Roures, and Super Sports chief executive Yu Lingxiao. La Liga’s pandemic playbook part two: Tooling up clubs and the return to play“The joint venture represents an important step in La Liga's commercial strategy in China,” Torrents said.
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