LaLiga launches eSports venture
Spain’s top-tier LaLiga has become the latest soccer league to enter eSports with the launch of LaLiga eSports initiative.
The venture forms part of the ‘It is not football, it’s LaLiga’ campaign which is aiming to make the league more relevant to the ‘millennial generation’, those aged between 18 and 34 years of age
LaLiga eSports will involve various projects, with details to be released in the coming months.
The first phase will be rolled out nationally across Spain, before expanding internationally.
LaLiga has said it is attempting to “engage” with eSports as it “satisfies a demand expressed by those sponsors whose interest has been aroused by the opportunity to invest” in the sector. The league claims its venture will offer “sponsors the assurances they seek."
LaLiga is thought likely to link up with existing licence holder Electronic Arts, the developer of the popular Fifa video game, for one of its eSports projects.
It could also follow in the footsteps of North America’s Major League Soccer and Australia’s A-League and launch a feeder competition for the Fifa eWorld Cup.
Mediapro, the Spanish sports rights agency and production company, and its Professional Video Games League has been the dominant force in the Spanish eSports market in the last few years.
The LVP and Mediapro’s flagship Orange Super League, which is based on the League of Legends video game, has been the most successful eSports competition in Spain, with more than 5 million viewers tuning in to watch each month.
Last year, Telefónica, the Spanish telecoms giant, opened a new eSports centre in Madrid which is home to its eSports team, and also serves as a multi-purpose media venue.
Earlier this year, plans were revealed for a new soccer-based video game competition organised by eFootball.Pro, the promotions company headed up by Barcelona and Spain player Gerard Piqué, and Konami, the Japanese game developer.