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Viacom18’s MTV enters into a strategic alliance with LaLiga

Viacom18 wants to leverage its television, digital and social assets to promote LaLiga in India.

Viacom18 Media’s youth brand MTV has partnered with LaLiga to bring the Spanish Football League exclusively to the Indian subcontinent for the next three years. Enabled and supported by Rise Worldwide, LaLiga will air exclusively on MTV in India, alongside select national and regional network channels and will be streamed live on the Voot and Jio platforms. “The association will further strengthen the LaLiga fandom to an ever-growing soccer fan base in India. Having established one of the highest standards in soccer globally and India gaining tremendous momentum, we are confident that we will reach and engage with the young audience that MTV attracts as a destination, ”said Oscar Mayo, CEO. of the league.

LaLiga will kick off on August 13, 2021 and will see Viacom18 put the power of the network behind building the league’s reach and resonance among Indian viewers. Viacom18 will connect with soccer fans through a massive marketing and communications campaign, further strengthening LaLiga’s fandom and reach in India. MTV’s social media and digital influence will aim to ensure that LaLiga engages fans through a cross-platform approach, which could make soccer a part of dinner table conversations in Indian households and further expand the offerings of MTV and Viacom18 to its viewers.

LaLiga in particular is a cultural phenomenon around the world, said Anshul Ailawadi, head of business – youth, music and entertainment in English. “At MTV we have always known that soccer enjoys a surge of support among young-at-heart Indians. When RISE Worldwide introduced us to the LaLiga team, we realized that it was a partnership waiting to happen, “he added.

LaLiga is a private sports association made up of the 20 public limited companies (SAD) and clubs from LaLiga Santander and the 22 from LaLiga SmartBank, and is in charge of organizing professional football competitions in Spain. In the 2019/20 season, LaLiga reached 2.8 billion people worldwide. Headquartered in Madrid (Spain), it is present in 41 countries through eleven offices and 44 delegates. Journal-Beat

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