Dubai-based esports and gaming firm Galaxy Racer has signed a 15-year partnership with Spain’s La Liga.
The long-term partnership looks to strengthen Spain’s top-flight football league’s hold on the developing MENA and India markets.
The joint venture brings the home of Real Madrid and Barcelona closer to fans in the region and sets up a prospective lucrative market for both parties.
Dubai firm’s La Liga deal
The deal establishes a historic first for the world of sports rights in the territories and positions Dubai-based Galaxy Racer as La Liga’s local partner in the MENA and Indian subcontinent markets.
The deal is expected to generate more than €3bn ($3,1bn) in revenue.
LaLiga and Galaxy Racer will each hold a 50 per cent stake in the joint venture.
With more than 1.3bn people under the age of 30 in the two markets, the deal will provide La Liga with new ways to grow its brand and reach new audiences from its base in Dubai.
It will also grant broadcast and media rights in MENA and Indian subcontinent, boosting viewership of LaLiga matches in the 29 countries in which the joint is in effect.
This is an especially important time for football in the region, as Qatar hosts the first FIFA World Cup competition ever to be held in the Arab world.
More than five billion people worldwide are expected to watch the tournament.
Oscar Mayo, LaLiga Executive Director, said: “Signing this agreement is testament of our deep commitment to supporting the transformation of the sports media scene, and building on the passion for football in MENA and the Indian Subcontinent.
“I believe that touching the hearts of youth and empowering them to experience the unifying force of football is key to our success.
“Galaxy Racer’s experience will be vital in building fan loyalty to position LaLiga as a top brand for football and lifestyle.”
Dubai-based Galaxy Racer Founder and Chairman, Paul Roy, said, “We are absolutely elated to be a part of this historic joint venture.
“The MENA region and Indian subcontinent is considered one of the fastest growing territories in the business of sport and by partnering with LaLiga, a global leader in football, we are confident in our ability to work together to radically transform the sport league’s brand presence in these regions, while also fostering the next generation of young sport fans.”
He added, “Several projects, including a documentary series, competitions, merchandise, live events, and activations, are already in the pipeline.
“Galaxy Racer presently has a sizable audience already in these areas, that we will leverage to elevate LaLiga to an aspirational brand.”
The partnership in Dubai will see a team of around 20 people working to build the brand and find new business opportunities.
The joint venture will see collaboration with La Liga representatives in Morocco, Egypt, Qatar, Saudi Arabia, Turkey, Israel, India, and the UAE, which is essential in achieving true regional development.
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