That football is the king of sports in our country is undeniable. At weekends and, occasionally, on a weekly matchday, a large part of the country is glued to the screen to see what happens during the day. And we cannot forget all those fans who, week after week, go to the pitch to experience every play first hand.
There are many fans whose regular chants include that famous phrase ‘Eternal hatred, modern football’ but… Why is that? What’s wrong with modern football? As simple and straightforward as it has become a business.
The Spanish football league, known as LaLiga, has a very clear and realistic claim: ‘It’s not football, it’s LaLiga’. A statement of intent that the sport has transcended beyond the game to become a global spectacle. LaLiga, as a brand, has managed to cross borders and gain international prestige.
With more than 2.7 billion viewers in more than 90 countries, LaLiga is no longer a local competition but one of the top football competitions in the world, which represents a unique business opportunity for brands and advertisers.
The good data is undeniable: with a 23% increase in commercial revenues in 2023 – reaching €1,144 million thanks to sponsorships, advertising and merchandising – LaLiga has proven to be a magnet for brands seeking global visibility.
What is the benefit for advertisers?
If in Spain, football moves the masses, in countries such as the UK, Germany, Latin America or even China, it is a phenomenon comparable to few others, which opens a window of unparalleled opportunities for brands seeking worldwide visibility, as these fans are not satisfied with just watching their country’s matches, but are loyal followers of everything that happens in world football, including LaLiga matches.
Tourism, beverages and automotive, the most present sectors
Any brand that decides to bet on LaLiga will be doing the right thing, but if we analyse the last few years, we can see that the tourism, beverages and automotive sectors are the ones that have bet the most on introducing their advertising in this business.
With 73 contracts in the tourism sector, LaLiga has become a key platform for promoting destinations and experiences. Through its broadcasts and events, brands such as airlines, hotels and travel agencies can position themselves in front of millions of viewers. In the beverage sector, with 71 agreements in place, brands have been able to capitalise on the social spirit that football generates. From breweries to energy drink brands. The automotive sector, currently with 55 sponsorship contracts, takes advantage of the dynamism and passion that football transmits to associate its values with concepts such as speed, performance and lifestyle.
But… where is the business?
If we focus on the business, we must talk about television rights, as they represent the bulk of the profits of this entity and the biggest opportunity for the brands.
Currently, Movistar is the operator with the most powerful agreement, with 5 exclusive matches per day, being able to choose the most interesting matches. Within the television game we can also find DAZN, in agreement with Movistar or even some regional channels.
But it is not only the broadcasts that offer opportunities for brands, the name of the competition itself is also up for grabs, as well as the official sponsorships present at each LaLiga event, thus offering multiple advertising spaces.
LaLiga and social networks
The digital ecosystem is not exempt when it comes to sponsorship opportunities. LaLiga has more than 220 million followers on its social networks, which is a potential audience for its other channels.
With more than 10 million subscribers on YouTube, its content has accumulated almost 500 million views and its audience has consumed close to 40 million hours of video during 2023. Importantly, his content is published globally, so his audience perfectly reaches a wide international audience.
In short, LaLiga is not just another vehicle for brand advertising investment, it is an opportunity to be part of a cultural phenomenon that unites millions of people around the world.