Spanish soccer’s top-tier league, LaLiga, has recently announced a significant partnership with the state-run China Media Group (CMG), marking an important milestone in its international broadcasting strategy. This deal comes after the two parties signed a memorandum of understanding in late July.
In this new development, CMG returns to its role as an official broadcast partner for LaLiga matches in China. The agreement was announced four matchdays into the 2024-25 campaign and signifies a renewed commitment between both entities to bring Spanish football closer to Chinese fans.
Last season (2023-24), Chinese viewers enjoyed LaLiga action through the Migu streaming service. For this season, digital broadcaster iQiyi has also secured rights to air matches.
Expanding broadcasting partnerships
Over recent weeks, there has been a flurry of activity from LaLiga as it seeks to expand its global reach by adding more partners to its stable of broadcasters for this season.
Earlier this month, SportyTV was unveiled as their new partner across numerous African markets. This move is expected to significantly boost visibility and fan engagement across Africa.
Javier Tebas, President of LaLiga, said:
“China remains a key market for LaLiga, and we are thrilled to bring our league’s unique passion and excitement to Chinese fans through one of the most influential media platforms in the country.”
In mid-August, BeIN Sports extended its exclusive rights deals across two major regions - Middle East and North Africa (MENA), and Asia-Pacific (APAC). These extensions further solidify BeIN Sports' position as one of the leading broadcasters for Spanish football in these regions.
Domestic broadcasting rights holders
On home turf, DAZN and Movistar continue their reign as main rights-holders through deals running between 2022 and 2027. Their continued partnership ensures that domestic fans have uninterrupted access to all the thrilling action from Spain's premier football league.
La Liga's latest deal with CMG underscores their commitment to expanding their global footprint and bringing Spanish football closer to fans worldwide. With a diverse range of broadcasting partners across various regions, LaLiga is poised to continue its growth and popularity among sports fans and sports betting enthusiasts alike.
