LaLiga targets €3bn windfall through 15-year deal with Galaxy Racer

LaLiga has struck a 15-year deal with Dubai-based esports and gaming organisation Galaxy Racer (GXR) to broaden the Spanish football league’s appeal among younger fans. 

Galaxy Racer (GXR) was founded in 2019 by Chief Executive Paul Roy and has over a hundred content creators. GXR’s other key verticals include licensing, content creation, merchandising and music as well as an influencer and talent management.

The joint venture appoints GXR as LaLiga’s Local Partner in the two markets, with a specific focus on the Middle East and North Africa (MENA) region and the Indian subcontinent. GXR and LaLiga will each own 50% of the venture, which is expected to generate over €3 billion in income.

Following the agreement, GXR will provide LaLiga with fresh ways and chances to broaden brand awareness in a crucial target market with more than 1.3 billion people under the age of 30. The collaborations already in the works include a documentary series, competitions, products and live events among other activations. 

Additionally, the joint venture will serve as LaLiga’s sales representative for the media and broadcast rights in the regions included in the agreement. Additionally, a production studio will also be built. 

Furthermore, GXR will organise creator events to promote LaLiga’s brand. LaLiga-focused creators will travel the world to engage fans while promoting themselves and the league.

A team of around 20 people will be working on the joint venture, which will be based in the UAE. The five-person board of directors will include chief executive Maite Ventura. Luis Cardenas, commercial director for LaLiga MENA, will serve as a chief commercial officer.

Speaking on the deal, LaLiga Executive Director Óscar Mayo, said:

“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 sport 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.”

Paul Roy, Chief Executive and founder of Galaxy Racer, added: 

“The LaLiga brand is powerful, but its potential remains untapped amongst Millennials and Gen Z 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.”