The strong global brand approach behind LaLiga

With the tagline “It’s not football, it’s LaLiga” LaLiga has been further expanding its worldwide market in recent years. Eva López Ruiz - Global Brand Director at LaLiga - shared the process and approach they’ve been focussing on during ESSMA Spotlight.

From 1.2 to 2.7 billion viewers in 3 years

Growing the LaLiga brand, means growing the business. In the 2014/15 season, 1.2 billions fans watched LaLiga matches worldwide. This figure more than doubled to 2.7 billion during the 2018/19 season. A same trend could be noticed in terms of sponsorships, which increased from (only) 5 to over 60 in 7 seasons with title, global, national and regional sponsors/licences.

LaLiga is not only competing against competitors in the industry including the Premier League and Bundesliga, but also against giants such as Netflix, Fortnite, HBO, Formula 1, NBA, etc.

It’s not football, it’s LaLiga

Even though the logo is more or less the same as a decade ago, a lot has evolved. While 10 years earlier the strategy focused on ‘being the best football league in the world’. Nowadays the focus goes much further than ‘just’ football.

Brand development is crucial if you want to build a strong business that is able to compete globally. Businesses love strong brands and brands need creativity to develop.

LaLiga does not only want to attract football fans, they want to be seen as a wider form of entertainment with a global reach. According to Mrs. López Ruiz creativity, coherence and consistency are key in LaLiga’s brand success.

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ESSMA Spotlight participants can access the recorded livestream via the ESSMA Spotlight platform. If you couldn't join us during ESSMA Spotlight, you can only access the .pdf presentations via the ESSMA Knowledge Platform.