LaLiga has a new broadcast partner for India. Details here

LaLiga has
a new broadcast deal for India, with Viacom 18’s youth channel MTV the new destination
for Spanish top-flight football for the next three years. LaLiga matches will
now air exclusively on MTV along with a few national and regional networks,
while it will be live-streamed on Voot and Jio platforms.

Social media giants Facebook has been LaLiga’s sole broadcaster in India since 2018. However, the deal signed in 2018 expired following the conclusion of the 2020-21 season, with the Menlo Park-based firm opting not to renew the deal. 

European football
leagues have seen a steady increase in viewership and following in India in
recent years. Founded in 1929, LaLiga is one of the most popular football leagues
in the world with global superpower clubs such as FC Barcelona, Real Madrid and
Atletico Madrid and some of the world’s best players like Lionel Messi and Karim
Benzema among its ranks.

Commenting
on the deal, LaLiga’s executive director Oscar Mayo said, “We are excited to
partner with Viacom18 (MTV India) and further bolster the LaLiga fandom to an
ever-growing football fan base in India.”

“Having set
one of the highest standards of football globally and India gaining tremendous
momentum, we are confident that we will reach and engage with the youthful
audience that MTV as a destination appeals to,” he added in a statement.

Meanwhile, Anshul
Ailawadi – Business Head, Youth, Music and English Entertainment – said “We at
MTV have always known that football enjoys a groundswell of support amongst
young-at-heart Indians. The LaLiga in particular, is a cultural phenomenon all
over the World.”

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“When the
folks from RISE Worldwide introduced us to LaLiga team, we realized that this
was a partnership waiting to happen – the vision was common, the vibes were
good, and we quickly put pen to paper.”

Atletico
Madrid are the reigning champions of LaLiga, having won their first title since
2014 in the 2020-21 season. The 2021-22 season will begin on August 13.