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August 3, 2022

LaLiga launches horeca channel for public establishments

The league has created a channel for commercial properties that will be distributed on a non-exclusive basis.

By Tariq Saleh

Spanish soccer’s top-flight LaLiga has today (August 3) launched a new ‘horeca’ (hotels, restaurants, and cafes) channel that will be distributed to public establishments in Spain to show live coverage of the league.

After receiving no bids during its horeca rights tender process in May, the league opted to sell the audiovisual rights in commercial properties on a non-exclusive basis and has now created the LaLigaTV Bar channel.

The league issued a tender on April 20 for the package seeking an exclusive deal but no offers were submitted.

Mediapro previously held rights to show LaLiga matches in horeca premises in Spain in a three-year deal worth €460 million (now $466 million) that expired at the end of last season.

The sports media agency operated a horeca channel that was available in premises including bars and restaurants via telecoms services such as Movistar, Vodafone, and Orange.

LaLiga said its new channel will “reach more public establishments through a distribution model that combines direct access, access through a multitude of operators, and a commercialization strategy that has never been seen before.”

LaLigaTV Bar will allow public establishments to offer customers exclusive

access to several competitions and sports through its partnership with global sports streaming service.

In addition to the top-flight LaLiga and second-tier Segunda Division, the LaLigaTV Bar subscription will include content from DAZN Bar, the company’s commercial offering.

This includes DAZN’s sports rights portfolio in Spain which includes the English Premier League, and UEFA club competitions such as the elite Champions League, secondary Europa League, third-tier Conference League, the Super Cup, and the UEFA Women's Champions League.

Non-soccer content includes motor racing’s F1, motorcycling’s MotoGP, and basketball’s EuroLeague.

DAZN secured domestic TV rights to LaLiga last December along with telecoms giant Telefonica in five-year deals worth a total of €4.95 billion and an average of €990 million per season.

The agreements will begin with the upcoming 2022-23 campaign and run until the end of 2026-27.

LaLiga stated that the new content will allow the channel to be “de-seasonalised”, complementing the schedule during the period when the soccer seasons are completed with other sporting alternatives.

In an effort to make it “as easy as possible” for horeca establishments to purchase LaLigaTV Bar, they will be able to choose between two different systems.

Firstly, the operators that will continue to include LaLigaTV bar content in their horeca offer will be telecoms firms Movistar, Orange, and Avatel, and premium TV platform Agile.

Secondly, Mediapro will enable the direct contracting of LaLigaTV Bar, without the obligation of being linked to any other specific telecommunications service package.

Beer brand Mahou San Miguel, which was recently named as a new global sponsor of LaLiga in a long-term deal, will help the league market the horeca channel through its company +Bar.

LaLiga said “in the spirit of adapting to the different situations and circumstances of hospitality establishments throughout Spain”, it has created a system of segmented tariffs, based on: type of establishment (traditional pubs and bars, hotels, betting shops, etc.); population size (postal code); and capacity.

The league will set wholesale rates, with the operators ultimately setting the final subscription prices for the establishments.

LaLiga is ultimately aiming to “offer a valuable proposition through crossover initiatives with sponsors and partners, generating experiences in the venues and again fostering a sense of community.”

The new LaLiga season begins on August 12.

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