Sling TV To Become Official Sponsor of La Liga in North America

LaLiga North America continues its expansion and promotion of Spain’s top soccer league in the United States and Canada by partnering with Sling TV.

Miami, Fla. (September 18, 2019) –

Sling TV has become the official sponsor of La Liga in North America. The agreement will result in additional programming dedicated to La Liga.

Sling TV curently broadcasts La Liga regular season matches via beIN Sports and beIN Sports en Español. Subscribers are able to watch all matches on Sling TV’s Best of Spanish TV service and World Sports.

Additional content as part of the new partnership will include weekly La Liga segments: the Luis Garcia Show (in Spanish) and the Jimmy Conrad Show, (in English). Facebook users will be able to watch exclusive commentary ahead of the top four matches of the week on LaLiga’s Facebook page.

Sling TV will also show La Liga Ambassadors Club, which includes meet and greets with former players as well as player Q&As on Facebook Live throughout the season. Also encompassed in the partnership are La Liga experiences and merchandise which will include sweepstakes, giveaways and promotions across both partners’ platforms.

With increased coverage, Spain’s top soccer league is enjoying an increased following in North America, beyond traditional strongholds like Miami and Los Angeles. In the three meetings between rivals FC Barcelona and Real Madrid CF last season – two in LaLiga, one in the Copa del Rey – beIN Sports and beIN Sports en Español reached a combined audience of more than 2.7 million viewers.

What The Parties Are Saying:

“When we started our venture here and created our plan to grow the brand while getting the clubs and players closer to fans, doing it alone was going to be tough, so having partners that can come in and help amplify what we’re doing and commit to our strategy is just proof of the success,” Gartner said. “Having Sling TV come in as the first commercial partner we have for the region on a deal that’s anchored primarily on the original content strategy we set out to do is a good validation of how we see the market and how we see the strategy to grow here. 

That the content being developed is bilingual is important to LaLiga North America, says Gartner. It fits into their target market which consists of native Spanish speakers and a younger, bilingual audience. He also believes the additional content will allow partners of LaLiga to reach out to the target market in a more customized way.

“LaLiga’s rabid fan base has found a home at Sling TV,” said Alfredo Rodriguez, vice president of marketing at Sling TV. “As the Official North American sponsor, LaLiga fanatics can now get a premium experience through the partnership, gaining access to everything LaLiga through exclusive content and giveaways.”

About LaLiga North America

LaLiga North America is a joint venture between Spain’s domestic league and Relevent Sports Group, which also produces the International Champions Cup each summer, operating to support the league’s growth on the continent through content development, activations, marketing agreements, commercial partnerships, exhibition matches and youth academies.

About Sling TV

Sling TV provides over-the-top (“OTT”) TV services with more than 640 channels in 22 languages across multiple devices. As of July 29, 2019, Sling had 2.47 million subscribers.

Published by

Ken Russo

With a passion for the game, my work in the business of soccer applies skills acquired in law practice with the business, communications and team operations side of the sport. I am a graduate of McGill University in Montreal, the University of Miami School of Law and the holder of a certificate in sports business from Columbia University. Um advogado por formação, concentro meu trabalho nos negócios, comunicações e operações de equipes no futebol mundial. | Abogado con fundación avanzada en comunicaciones, enfocado en los negocios del fútbol y las comunicaciones. | Je suis un avocat experimenté dans les affaires du sector de football.

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