Galaxy Racer has entered into a long-term partnership with LaLiga

On September 6, esports and gaming organisation, Galaxy Racer, announced the signing of a 15-year deal with the Spanish men’s top professional football division, LaLiga, to grow its brand in the Middle East and North Africa (MENA) region.

The deal, which is a joint venture, will see Galaxy Racer use its experience in MENA to serve as LaLiga’s local partner, with the league expecting to generate over €3 billion in revenue from the partnership, with both organisations expected to have a 50% stake in the new entity.

Speaking about the partnership, Executive Director at LaLiga, Oscar Mayo, stated: “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.”

The deal will also see the new arm act as the media rights agency for the broadcast and media rights for the MENA region and, according to LaLiga, will provide “an innovative pathway to share its intellectual property through a local partner already offering considerable market reach and a platform for growth that leverages expertise in six key verticals: licensing, content creation, esports, influencer and talent management, merchandising, and music.”

Galaxy Racer Founder and Chief Executive Paul Roy also spoke on the deal, stating that his organisation will help unlock LaLiga’s potential and help elevate the brand “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.”

Galaxy Racer was founded in 2019 and has grown to be one of the biggest esports, gaming, and lifestyle organisations in MENA. The organisation also has a presence in North America, Southeast Asia, South Asia, and Europe.

LaLiga has similar joint ventures in North America with sports marketing agency Relevent Sports Group and in China with media agency and production company Mediapro and Super Sports Media, a subsidiary of Chinese sports and entertainment giant Wuhan DDMC Culture, to grow its commercial business in those markets.