Spain’s LaLiga has signed new partnerships with Japanese travel agent HIS and UK food delivery brand Deliveroo.
HIS will become the first Official Partner of LaLiga in Japan, under a deal focused on allowing more Japanese fans to travel to Spain to watch LaLiga.
Atsushi Yamanobe, executive director of HIS, said: “This agreement will allow us to create opportunities for specific groups of tourists and soccer fans, who will have the opportunity to experience what LaLiga means and enjoy even more of what Spain has to offer.”
LaLiga pursued a deal with HIS based on the agency’s previous partnerships with Barcelona, Atlético Madrid and Espanyol. HIS also has branches in Barcelona and Madrid, and a presence in over 40 countries.
In return, HIS will get branding at all LaLiga sites and events in Japan, including player tours, academies and training camps.
The deal is part of LaLiga’s wider growth strategy in Japan, in place since 2017.
Ivan Codina, director of LaLiga in Southeast Asia, Japan, South Korea and Australia, said: “The signing of this agreement is a milestone in our strategy in Japan.
“We want to carry out a long-term plan that allows not only the growth of the LaLiga brand in the country, but also the development of national football and the creation of spaces where fans can feel close to the passion and emotion of the competition.”
LaLiga has also signed an Official Partner deal with Deliveroo in Spain.
Under the deal, Deliveroo will get LED perimeter board advertising rights and TV commercials in live broadcasts of the matches on Spanish national channels Movistar and GOL.
Deliveroo will also be able to offer discounts to LaLiga fans and cut-price tickets to LaLiga and LaLiga 1l2l3 matches.