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LaLiga’s Chinese JV focuses on sponsorship, merchandising in push to become leading foreign football league

Sergi Torrents, CEO of LaLiga’s new China joint venture, speaks exclusively to SportBusiness LaLiga to offer expanded sponsorship inventory to Chinese regional partners Licensing and merchandising expected to become major revenue stream LaLiga is aiming to become the biggest overseas football league in China via its new joint-venture in the market with Mediapro and Super Sports Media, Sergi Torrents, the JV’s chief executive, told SportBusiness this week. The first steps for the new venture will include bringing to market a new sponsorship proposition and creating a new e-commerce store and fan loyalty programme. Further ahead, extensive new online and offline activation is being considered, including esports projects, deepening the league’s existing involvement in grassroots football and opening retail outlets. The launch of Spanish Football Commercial & Marketing Company (SFCM) was announced last month. It sees LaLiga join forces with long-term commercial partner Mediapro, the Barcelona-based, Chinese-owned global sports marketing agency, and another existing partner, Chinese sports marketing agency Super Sports Media. SSM is owned by Chinese media and entertainment group DDMC, and is LaLiga’s current media rights partner in China, under an agreement covering the six seasons from 2019-20 to 2024-25.

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