LaLiga has announced an agreement with the Fanatics platform to sell the brand’s products in its store. LaLiga begins its process of transformation and positioning change announced a few weeks ago with the motto “The Strength of our football” and the new agreement with Electronic Arts. Since the competition they claim that it is “a profound change” and it is due to the growth it has experienced in the last decade, “things have been growing around LaLiga in addition to what is most important to us, which are our clubs and the fans”.
The Executive General Director of LaLiga, Oscar Mayo, has explained that the company is facing a renewal of its brand and positioning. As part of the process, they have announced today an agreement with Fanatics, the largest ecommerce deportivo global, which will allow it to launch its first online store as well as single-channel distribution and manufacturing of the products of the Spanish competition. “We wanted to have a common space where all our marketing reaches all the sites,” said Jorge de la Vega, Sales and Marketing Director.
“It allows us to explore how to bring a product as relevant as the merchandisingwhich in the construction of a brand is very important, to its commercialization, both physical and online”, Mayo commented. “Then it is Fanatics, the one who negotiates directly with the sponsors of the clubs”.
This long-term agreement marks Fanatics’ first collaboration with a european Soccer League, bringing Spanish soccer fans around the world closer to the successful model that already prevails in the main American sports leagues. The collaboration will cover both online sales and licensing, product manufacturing and retail sales at events, as well as the opportunity to open official LaLiga stores at street level.
The general director of LaLiga has stressed that this agreement has “international sales potential” that can be very beneficial both for the clubs and for the value of the sponsors.