Hyderabad: In a bid to promote the Spanish league and provide a platform for football fans, LaLiga has created a new hospitality concept called LaLiga TwentyNine’s. This new approach to the traditional sports bar will promote LaLiga and its clubs around the world and will allow sports fans to experience a full range of sports competitions in a unique and experiential way.
LaLiga TwentyNine’s takes its name from 1929, the year that LaLiga was created. It will combine gastronomy, entertainment, football and other sports in a unique and interactive environment, with technology playing a key role. This is the first time that a sports competition has created a licensing model of this kind on a global scale, generating new opportunities for the industry.
Through this project, LaLiga will deepen fan engagement inside and outside of Spain, while expanding the international image of the competition as well as the LaLiga brand. Óscar Mayo, business, marketing and international development director at LaLiga, said: “LaLiga TwentyNine’s will mark a before and after in the world of entertainment. We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar.”
LaLiga TwentyNine’s will be spaces that can be found at street level, in shopping malls, airports, within establishments such as hotels, cruise ships or amusement parks. The first of these spaces is expected to open in Barcelona at the start of next year and after this, inside the PortAventura World amusement park in Tarragona.