LaLiga North America, the long-term joint venture between Spain’s top-flight soccer league and Relevent Sports Group, the US soccer events and media business, is expanding its operations into Mexico to enhance its presence in the region.
With the move, LaLiga North America will focus on managing the media rights in Mexico and supporting current partner Sky Sports, strengthening its commercial operations, developing and producing content for local fans, and the creation of events to promote the league there.
There will also be an increase in promotional activities in Mexico, and business development for both the competition and the clubs in LaLiga.
LaLiga North America has been operating in the US and Canada since it was created in 2018 as part of a 15-year joint tie-up with Relevent Sports.
The expansion notably comes ahead of the 2026 Fifa World Cup, which will be co-hosted by the USA, Canada and Mexico.
Javier Tebas, LaLiga president, said: "For LaLiga, this is the ideal moment to seize the opportunity and accelerate our growth throughout North America.
“The Relevent Sports team have been great partners, and expanding our collaboration with them will no doubt help further boost the LaLiga brand and LaLiga Santander and LaLiga SmartBank clubs throughout the region.”
LaLiga has had a presence in Mexico since 2017 as part of its Global Network programme, in which it has a delegate on the ground to represent the competition in the local market.
The league established a permanent LaLiga office in the capital Mexico City the following year due to the country’s “strategic importance and the resulting demands".
LaLiga’s staff in Mexico will be integrated into the LaLiga North America team and expanded to “further drive market development".
The top Spanish league described the move into Mexico as “an important step forward to continue developing in the market”.
Based in New York, LaLiga North America is headed up by chief executive Boris Gartner, and the board of directors also comprises Tebas and LaLiga executive director Oscar Mayo, plus Relevent Sports Group chairman and owner Stephen Ross and chief executive Daniel Sillman.
Gartner said: “For the past three years we have built a close relationship between LaLiga and soccer fans in North America, understanding their habits and preferences, and connecting with them in a unique way.
“We will take advantage of the already successful operation of LaLiga North America using the knowledgeable team of experts we have in the region, which allows us to be in an excellent position to scale the operation by expanding our reach into Mexico and maximising the opportunity that this market has.”
The joint venture comprises a team of more than 25 people, including a commercial and business development unit, and a development and production content team, LaLiga North America Studios, based in Guadalajara.
Since being formed, LaLiga North America has signed several commercial deals in the region, and now has six dedicated partners, including Verizon, PointsBet, and Herbalife.
In its most significant deal in the continent, LaLiga North America recently sealed a broadcast agreement with ESPN covering USA and Canada for the next eight years.
North America has been a key strategic target market for LaLiga in recent years and the league still has plans, as yet unfulfilled, to stage regular season games across the Atlantic.