Spanish soccer's top-tier LaLiga and Poland's Ekstraklasa leagues have both secured new commercial agreements shortly after ending their 2025-26 seasons.
LaLiga has tied up with Singapore-based technology firm Altava, with the exclusive licensing deal entailing the development and creation of a soccer-themed 'webtoon' for fans in China, Japan, and South Korea.
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The aim is to create a "mobile-first digital comic format optimized for vertical reading," with weekly serialized episodes alongside potential short-form video adaptations.
Altava will take the lead on both production and commercialization of the webtoon, and plans to distribute the finished product across platforms in each of the aforementioned key markets.
As well as this, Altava will work to create innovative fan experiences using inspiration from the webtoon.
Ivan Codina, LaLiga's managing director in Southeast Asia, commented: "By working with Altava, we are embracing a format that is deeply rooted in local culture and opening new ways for fans to experience LaLiga's stories and stars … LaLiga continues to strengthen the digital ecosystem where, together with innovation and technology, it has become a global benchmark."
In terms of its existing presence in the trio of markets where the webtoon will go live, LaLiga has offices in both Beijing and Shanghai, in China.
LaLiga broadcasters across the three countries, meanwhile, include Migu and CCTV in China, U-Next and DAZN in Japan, and Coupang Play in South Korea.
Andrew Ku, chief executive at Altava, added: "Starting with the webtoon, Altava will explore opportunities to expand across additional brand and fan touchpoints, allowing fans to experience LaLiga naturally in their everyday lives … Altava aims to shape a new model of fan engagement for LaLiga."
Meanwhile, the Ekstraklasa has brought in InPost Group, a European e-commerce logistics firm, as a league partner for at least the next three seasons.
InPost, through this deal, will gain a range of advertising benefits, as well as image rights and tickets to all Ekstraklasa matches each season.
It also plans to create a loyalty program based on the Ekstraklasa within the InPost Mobile app.
The tie-up gets underway in time for the 2026-27 Ekstraklasa season, which will begin in mid-July.
Marcin Animucki, Ekstraklasa president, commented: "Without a doubt, our continued development and implementation of innovative solutions are a natural connection for us with InPost. We are even more thrilled to be working with such an outstanding partner at our league level."
The Ekstraklasa's title sponsor has been PKO Bank Polski since 2019.
InPost, meanwhile, has also served as a strategic partner to the Polish national soccer teams.
