LaLiga, MEDIAPRO group and Asian sports asset commercialisation gigantic incredibly sports Media have announced the creation of a joint venture in China, SFCM, which is born with the goal of supplying a lot more resources for the exploitation of commercial assets and studying new ways of doing service in the Asian country.
The new company, which has been established for an initial period of 15 years on a renewable basis, will begin to operate immediately across the territories of mainland China, Hong Kong, Macau and Taiwan. It will work in parallel with LaLiga’s China offices and thus supply a great boost in the Spanish competition method in the region.
SFCM has been created in order to increase LaLiga China’s promotion and activation capabilities, which will benefit clubs and sponsors at a local level with exclusive advertising packages, the organisation of an eSports tournament and the exploitation of other assets relating to LaLiga.
Javier Tebas, president of LaLiga and member of the SFCM board, said:
LaLiga is joining together with two crucial partners in the service of sponsorship and licensing: Mediapro China and incredibly sports Media, owner of the audiovisual rights for LaLiga in China and AFC (Asian Football Confederation) among other things. We want to continue growing and innovating in this market and working together with these partners will help us to strengthen our method and grow in new areas.
SFCM’s board of directors Camiseta Atalanta BC wants to boost LaLiga’s method in the forthcoming years, supplying it with greater funds and resources to face this new phase. Sergi Torrents, Managing director of LaLiga in China, has been appointed its CEO.
Alongside Torrents, the board will be formed by Pilar Jiménez, CEO of MEDIAPRO Asia Pacific, as President, Oscar Mayo, Business, marketing and international development director of LaLiga, as Vice President, as well as Javier Tebas, president of LaLiga, Jaume Roures, sole administrator of Mediapro, and Yu Lingxiao, CEO of SuperSports, as board members.
Sergi Torrents, director of LaLiga in China and CEO of SFCM, said:
The joint venture represents an crucial step in LaLiga’s commercial method in China. Mediapro and incredibly sports Media become part of our development in the country, adding local know-how and new assets with which we hope to expand our pool of partners and licensees in the region.
Pilar Jiménez, CEO of MEDIAPRO Asia Pacific, will sit on the board of SFCM
Pilar Jiménez, CEO of Grupo MEDIAPRO Asia Pacific and now President of SFCM, added:
The knowledge of the Chinese market that MEDIAPRO group has and the great specialisation of incredibly sports Media is the best foundation to make sure the exponential growth of LaLiga’s presence in China, opening up great service opportunities for competition and clubs alike.
The main local partner will be incredibly sports Media, the Camiseta Newcastle United leading marketing and sports media company in China, which is currently the exclusive media rights holder of all LaLiga rights in China distributed through its majority owned OTT Camiseta Real Madrid platform iQIYI sports and 18 regional TV channels in the country.
Yu Lingxiao, CEO of incredibly sports and member of the SFCM board, said:
The creation of this new company will supply us all with new opportunities. As a leading sports marketing company in China, we understand the needs of Chinese companies and consumers and have substantial experience in fields such as service sponsorship and brand promotion. We will now be able to deepen the teamwork between LaLiga, MEDIAPRO group and incredibly sports Media and thus expand the competition’s marketing capabilities in the country.
The introduction of favourable match time slots for Asian countries, together with a continued commitment to growing the LaLiga brand and its clubs on the ground, has led China to become one of the most crucial countries in terms of marketing of audiovisual rights and the granting of sponsorships and licenses.
All this, together with the notable growth of LaLiga social media profiles on networks such as Weibo, Douyin and Wechat, and the continued audience growth in the country, has seen LaLiga establish itself as one of the leading sports competitions in China.
© 2019 Liga de Fútbol Profesional
LaLiga will be running a panel session at the next edition of ALSD International, with panellists including Borja Gonzalez Bilbao, stadium service Manager, athletic Club Bilbao, and moderator Marshall Glickman, CEO, G2 Strategic.
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