Many fans around the world likely wouldn't have been expecting football leagues to be selling their media rights to an esports company but that is exactly what two of Europe's top five leagues have done.
In a significant development, Dubai-based company Galaxy Racer (GXR) has been named the streaming partner for top European leagues La Liga and Serie A in the Indian subcontinent. This partnership is part of these leagues' broader strategy to extend their broadcasting channels worldwide.
Founded by Paul Roy in 2019, GXR is an esports and gaming organization based in Dubai, United Arab Emirates. As of 2023, it competes under the name Nigma Galaxy in esports. Over time, it has collaborated with several businesses and associations, including the Spanish football league La Liga.
Last year, GXR signed a landmark 15-year contract with La Liga to expand its footprint across the Middle East and North Africa (MENA) region, and Southeast Asia. This partnership is expected to generate over €3 billion for La Liga.
As part of this long-term arrangement, GXR will act as La Liga’s local partner across MENA and the Indian subcontinental region. To finalize contract terms and establish this joint venture, both parties have executed a letter of intent while agreeing to an exclusive period. In this new company formed out of their collaboration, each party will hold a 50% share.
The benefits from this partnership are not limited to just Spanish football, however.
Italian top-flight league Serie A also stands to gain significantly from its association with GXR. It will enable the expansion of Serie A matches' broadcasting reach within the UAE territory.
A La Liga statement read:
“An innovative pathway to share its intellectual property through a local partner already offering considerable market reach and a platform for growth that leverages expertise in six key verticals: licensing, content creation, esports, influencer and talent management, merchandising, and music."
This move underscores how every soccer league globally aims at extending its broadcasting rights worldwide by partnering with companies like GXR that can help them grow their fan base internationally.
Football's popularity has been growing rapidly around the world, hence such partnerships are crucial. They not only help leagues grow in other nations but also allow fans to witness their favourite games, thereby fostering a global football community.
Shortly, it is expected that every nation will have broadcasting rights for many European football leagues.
With GXR as the streaming partner, viewing figures for Serie A and La Liga are set to increase significantly within the Indian subcontinent. Fans can now look forward to watching live Serie A and La Liga matches through GXR's platform.
This partnership marks an exciting chapter in international sports broadcasting, bringing top-tier European football closer to fans across different regions, while also contributing towards the growth of these prestigious leagues' popularity.
