NEW YORK — LaLiga and Relevent, a multinational media, sports and entertainment group, Thursday announced a 15-year, equal joint venture that will bring one regular-season Spanish first division club match to the United States.
When that happens, it would be the first LaLiga game to be played outside of Europe. There was no time frame as to when a match would be played.
Called LaLiga North America, the newly founded organization will work to cultivate soccer culture in the U.S. and Canada.
LaLiga North America has the exclusive representation of LaLiga in the US and Canada for all business and development activities. The operation will support the league’s growth in the U.S. and Canada through consumer related activities including youth academies, development of youth soccer coaches, marketing agreements, consumer activations, exhibition matches and plans to have an official LaLiga Santander match played in the U.S.
“This extraordinary joint venture is the next giant leap in growing soccer’s popularity in North America,” Stephen Ross, chairman and co-founder of RSE Ventures, parent company of Relevent, said in a statement. “This unique relationship will create new opportunities for millions of North American soccer fans to experience the most passionate, exciting, and highest level of soccer in the world.”
LaLiga president Javier Tebas added: “We’re devoted to growing the passion for soccer around the world. This ground-breaking agreement is certain to give a major impulse to the popularity of the beautiful game in the U.S. and Canada. Relevent has filled stadiums across the U.S. with the International Champions Cup, we’re thrilled to partner with them on a joint mission to grow soccer in North America.”
Based in New York, LaLiga North America is led by Chief Executive Officer Boris Gartner, a media executive with experience in the U.S. Hispanic and Latin American markets, formerly head of strategy and operations at Televisa in Mexico. Gartner’s team will include vice president of business development at LaLiga North America, Nicolás García Hemme, who worked in international development at LaLiga in Madrid.
LaLiga North America’s board of directors will include Ross, Daniel Sillman, CEO of Relevent; Gartner, Tebas and Oscar Mayo, LaLiga’s director of international development.