La Liga has partnered with TW Events, an agency specialising in promoting and selling tickets for international events, to attract more foreign fans to the league.
Under the agreement, TW Events will purchase tickets and hospitality seats from clubs in advance for the 2024/25 season. The agency will then design tailored packages for clients, combining match tickets with travel, cultural experiences and other activities to draw international fans and promote tourism through football.
While the agreement is already in place, La Liga and TW Events are allowing other Spanish clubs to join the initiative at a later stage.
Milos Nenadovic, Head of the Business Infrastructure Vertical at the La Liga Clubs Office, commented: “We’re excited to work with TW Events, as their presence in Asia, the Middle East and US markets will bring many fans closer to our league. Their expertise in creating football-focused travel packages will also help our clubs make their matches more attractive to overseas customers.
“TW Events fits perfectly with our growing international ticketing project which has already shown great results since its launch last year”.
Key markets targeted in this deal include Asia, the Middle East and the US. La Liga and its clubs aim to expand their presence in these regions, where TW Events has built a strong reputation through its previous work in motorsports and football. These markets represent the largest share of the agency’s client base.
Daniel Castrillón, CEO of TW Events, added: “I’m proud to sign this partnership agreement with the best league in the world. I consider it one of the most significant achievements for our company, as entering the Spanish football market under the established conditions provides us with unique advantages and guarantees over our competitors.
“I’d like to thank La Liga for their work and support, as well as the team at TW Events, for making all of this possible. Internally, we have made a quantitative leap forward by being able to include thousands of tickets from La Liga EA SPORTS and La Liga HYPERMOTION teams in our inventory, which allows us to uphold the high standards established upon our formation.
“The feedback from the first few days is, so far, overwhelmingly positive among our clients and we hope to continue working hand in hand with La Liga for many years to come and look forward to a long and fruitful business relationship”.
The new agreement with TW Events builds on the success of last season’s initiative, led by the La Liga Clubs Office, which boosted the number of foreign spectators at stadiums. This project allowed fans from over 40 countries to experience La Liga matches live.
Additionally, the league has done a lot recently to increase its global presence such as working with social media platform TikTok to curate short-form video content to significantly boost engagement.
