LaLiga football league partners with Dubai-based Galaxy Racer to spur growth

LaLiga, Spain’s football competition, and Dubai-based Galaxy Racer (GXR) have signed a Letter of Intent, paving the way for the formation of a 15-year joint venture (JV).

The JV aims to transform the sports league’s brand presence in the Middle East and North Africa (MENA) region and the Indian subcontinent.

GXR, founded in 2019 by group CEO Paul Roy, is an esports, gaming and lifestyle organisation with a presence in the MENA region, North America, Southeast Asia, South Asia and Europe.

The JV positions GXR as LaLiga’s local partner in the MENA market and the Indian subcontinent, setting up a historic first for the world of sports rights in the territories, which is projected to yield over EUR3bn in revenue.

Following the signing of the Letter of Intent, the parties entered an exclusive period to conclude contract details and the establishment of the JV. As agreed in the Letter of Intent, both firms will each hold a 50 per cent stake. The JV will offer LaLiga new avenues and opportunities to increase brand presence across a key target region.

In addition, the JV will act as the media rights agency for the broadcast and media rights for the MENA and Indian subcontinent.

? Attention: LaLiga and @GalaxyRacerDxb have reached a new agreement to transform the media scene in the MENA region and the Indian subcontinent!

? For more information, click the link below…

— LaLiga English (@LaLigaEN) September 6, 2022

Paul Roy, CEO and founder of Galaxy Racer, said: “​The LaLiga brand is powerful, but its potential remains untapped amongst Millennials and GenZ in the MENA region and Indian subcontinent. Our opportunity is to connect with a younger audience in a way that resonates with them. Galaxy Racer has a market reach that will help unlock that potential and elevate LaLiga to an aspirational brand for target audiences in the region.”

LaLiga executive director Oscar Mayo added: “With the market set to enter a new era of growth, this is the right moment to take our business in the region to the next level and attract the next generation of younger sports fans to our competition. This historic partnership is set to boost the popularity of LaLiga and football in MENA and the Indian subcontinent. With Galaxy Racer’s extensive experience in the region as one of the world’s largest transmedia powerhouses, we believe they are the ideal partner to help us reach a fresh new audience and unlock the true potential of LaLiga in the region.”

“Partnering with Galaxy Racer is a major milestone in our international expansion strategy,” added Maite Ventura, LaLiga’s managing director for the Middle East and North Africa, “This agreement ensures not only a bright future for football in MENA and the Indian subcontinent, but also for LaLiga and our clubs.

Meanwhile, the deal will help LaLiga to speak to younger audiences through content creation and a crossover focus on gaming and esports, as well as new consumer products – from apparel to collectables – and a wide range of activations ushering in a new way of thinking for the world of football and sport.

A key strength of the agreement is creating a production studio for the JV. The studio will harness Galaxy Racer’s experience in licencing, product development and content generation, production and broadcasting in the region.

Based in the UAE, the JV will feature a team of around 20 dedicated to developing the brand and securing new business opportunities, with a five-person board of directors.

The JV will coordinate with the league’s delegates based in Morocco, Egypt, Qatar, Saudi Arabia, Turkey, Israel, India and the UAE.

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