LaLiga and Galaxy Racer ink multibillion-dollar rights pact

LaLiga, Spain’s top-flight football competition, and Galaxy Racer, the Dubai-based transmedia multinational, have signed a 15-year joint venture to promote the league’s brand in the Middle East and North Africa region and Indian subcontinent.

The collaboration positions GXR as LaLiga’s local partner, setting up a first for the world of sports rights in the territories, which is projected to yield almost $3 billion in revenue.

LaLiga Executive Director Oscar 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.”

GXR, founded in 2019 by Group CEO Paul Roy, is the largest esports, gaming and lifestyle organization in the world, with a presence in the MENA region, North America, southeast Asia, south Asia and Europe. 

“​The LaLiga brand is powerful, but its potential remains untapped amongst millennials and GenZ in the MENA region and Indian subcontinent,” Roy said.

“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.”

Following the signing of the Letter of Intent, the parties entered an exclusive period to conclude contract