Starting in August, LaLiga will launch a traveling exhibition called LaLiga Exhibition, an innovative project that will bring fans worldwide the experience of living like elite professional football players. The tour will begin in Latin America, a key market for LaLiga due to strong cultural and linguistic ties with Spain and significant interest from local businesspeople.
The exhibition uses cutting-edge technology to recreate real-life scenarios: entering the pitch from the tunnel, participating in the locker room’s tactical talk, or facing a press conference with journalists. The idea originated from LaLiga’s Franchise and Licensing team, led by Stephen Ibbotson, who aims to create proprietary products that convey LaLiga’s values and excitement globally.
For four years, the Galician company Global Events Latinoamerica, in partnership with LaLiga’s local delegates, will organize the exhibition in countries such as Mexico, Colombia, Chile, Brazil, and Peru, targeting at least one million visitors.
With this initiative, LaLiga seeks to strengthen its global brand, bring its clubs and competition closer to more fans, and generate new revenue streams, relying on a local network of experts that facilitates logistics and cultural adaptation. Additionally, LaLiga continues to support its clubs’ tours and activities in various countries, demonstrating a comprehensive commitment to international expansion.
