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

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

LaLiga y Relevant, a multinational media, sports and entertainment company, today announced a pioneering 15-year agreement, a 50:50 joint venture to promote soccer in the United States and Canada over a period of 15 years.

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

Recently created and called LaLiga North America, the company will focus its efforts on promoting soccer culture in the United States and Canada thanks to the unsurpassed assets of LaLiga, the most important league in the world and with the best clubs and internationally renowned players. North America will thus be able to enjoy the unparalleled culture of Spanish football, known for its passion, strength, history, talent and creativity.

This agreement marks a turning point for soccer, 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, where players from all the clubs in the Spanish first division gathered, and with a view to the 2026 FIFA World Cup, which will 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 reinforce the growth of LaLiga in the United States and Canada through activities such as children's schools, training of youth soccer coaches, marketing agreements, brand activations with consumers, exhibition matches and plans to play an official LaLiga Santander match in the United States.

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

The president of LaLiga, Javier Tebas, added that "we are dedicated to fostering the passion for soccer around the world. This revolutionary agreement will undoubtedly provide 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 soccer in North America."

Headquartered in New York, LaLiga North America has as CEO: Boris Gartner, and senior executive from Televisa with extensive experience in the Hispanic and Latin American market in the US, former director of strategy and operations for Televisa in Mexico, with previous executive functions at Univision US. The joint venture will have a team dedicated to developing the brand and achieving new commercial opportunities. The Gartner team will include LaLiga North America's vice president of strategy and business development, Nicolás García Hemme, who has previously worked on LaLiga's international development in Madrid.

Aside from promoting the sport in the US and Canadian markets, LaLiga North America will also drive growth and opportunities for LaLiga and its clubs in this market.

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

“Joining with Relevent to create LaLiga North America is a great milestone in our international expansion strategy,” added LaLiga's international development director, Óscar Mayo, who led the operation on behalf of 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, LaLiga's international development director.