Viacom18 Media has bagged the television and digital broadcast rights for the LaLiga (Spanish football league) in India.
The deal is in place for three years. Enabled and supported by Rise Worldwide, LaLiga will air exclusively on MTV in India, along with select national and regional network channels and live-streamed on Voot and Jio platforms.
According to a statement issued by the network, Viacom18 and MTV are aiming to build a wholesome entertainment-driven ecosystem centred around LaLiga, in a bid to further augment the fandom of the game.
Oscar Mayo, executive director, LaLiga, said, "We are excited to partner with Viacom18 (MTV India) and further bolster the LaLiga fandom to an ever-growing football fan base in India. Having set one of the highest standards of football globally and India gaining tremendous momentum, we are confident that we will reach and engage with the youthful audience that MTV as a destination appeals to.”
Anshul Ailawadi, business head – youth, music and English entertainment, said, “We at MTV have always known that football enjoys a groundswell of support amongst young-at-heart Indians. The LaLiga in particular, is a cultural phenomenon all over the World. When the folks from Rise Worldwide introduced us to the LaLiga team, we realised that this was a partnership waiting to happen – the vision was common, the vibes were good, and we quickly put pen to paper.”
The 2021/22 season of the LaLiga is scheduled to kick off on 13 August ahead of which the network plans to release a communications campaign.
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