La Liga has struck a new commercial multi-year deal with online betting platform M88, which will see the brand become the competition’s official regional betting partner in Asia.
The partnership, set to run through to 2024, will see M88 collaborate with La Liga to produce exclusive content to further engage audiences across Asia, whilst also growing the competition’s reputation across the continent.
Oscar Mayo, Head of Business, Marketing and International Development at La Liga commented: “The love of football continues to spread rapidly in Asia and La Liga’s following has grown incrementally for several years.
“With fans looking for increasingly local and entertaining content, this agreement with M88 gives us a new way to reach new audiences and show them a side to the competition they haven’t seen before.”
One of the planned content projects that has already been announced includes a weekly video series that will provide an in-depth analysis of Spain’s top tier. The programme will feature La Liga ambassadors who will provide insights and storylines to increase traction across the market.
Moreover, both entities will collaborate on a range of competition’s to further engage Asian football fans. These activations will be promoted by M88 and through La Liga’s digital platforms with fans having the opportunity to win La Liga merchandise, match tickets and other unique experiences.
A spokesperson for M88 added: “We are incredibly excited to be partnering with La Liga, an organisation with whom we share many values and aspirations.
“As the league continues to grow in popularity throughout Asia, we are eager to engage with La Liga fans and bring our own members closer to the action. We are looking forward to a successful and rewarding partnership for many years to come.”