Spanish soccer’s top-tier LaLiga has today named Keegan Pierce as director of international relations.

In the newly created role, he will direct the league’s institutional relations with key stakeholders outside of Spain, while continuing to oversee the organization’s office in London, one of 11 international premises LaLiga has opened since 2013.

Since 2020, Pierce has led LaLiga’s London office, most recently as managing director for the UK and Ireland after he was promoted to that role in January 2023.

He initially joined LaLiga in 2017 as a delegate in the UK overseeing the league’s international development in the market.

Since opening the London base in 2020, Pierce has overseen the league’s strategy in the UK and Ireland, including the launch of in-house channel LaLigaTV as a 24/7 linear offering and its distribution via Amazon Prime Video channels.

LaLiga’s London office also helped forge key sporting partnerships including the LaLiga Camps UK project and a community tie-up with London-based grassroots organization Bloomsbury Football, as well as the broadcast rights agreement with pay-TV operator Premier Sports (formerly Viaplay) and increased distribution across bars and pubs as well.

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The league’s UK operation has also played a key role in supporting Spanish clubs in their international expansion strategy and leading business development for the league and its subsidiary LaLiga Tech.

With over two decades of experience in soccer, Pierce has previously worked for the international sports marketing agency Sportfive, and for North America's Major League Soccer.

LaLiga’s international offices include the US, Mexico, Belgium, South Africa, Nigeria, United Arab Emirates, India, China (Shanghai and Beijing), and Singapore, alongside a network of 44 international delegates covering over 90 countries.