LaLiga announces partnership with Migu

LaLiga, Spain’s topmost football division, has announced a multi-year partnership with Chinese content company Migu, bringing it onboard as its Media Partner in China for the next four seasons.

The audiovisual rights partnership will kick off with the upcoming 2026/27 season and run until the end of the 2029/30 season. Chinese fans will gain access to all LaLiga games live on Migu through a “freemium” model, which will include highlights, on-demand content, and short-form clips.

Additionally, Migu will provide Chinese-language localisation of LaLiga programming along with live broadcasts and other content.

Javier Tebas, President of LaLiga, commented:

“We are very pleased to strengthen our relationship with China Mobile Migu through this new agreement. It comes at a particularly exciting time for LALIGA following the outstanding performances of our players at the World Cup, which reminded fans around the world of the quality and excitement that characterise LALIGA EA SPORTS. China remains a strategic market for LALIGA, and Migu’s scale, technological capabilities and deep understanding of Chinese audiences make it the ideal partner to build on this momentum. With every match available through Migu, Chinese fans will be able to follow these world-class players, clubs and rivalries throughout the entire season.”

Shen Wenhai, Chairman of Migu, added:

“LALIGA is a top-tier global football league with mature operations, a deep fan base, and vast market potential. Migu and LALIGA have established a long-term, stable, and mutually beneficial partnership. Through this new exclusive rights agreement for the new cycle, Migu will join forces with LALIGA to further enhance the promotion, smart broadcasting, and fan services of LALIGA in China, catering to the diverse needs of fans and jointly opening up new opportunities for the league’s operations.”