LaLiga and the advertising and marketing agency VRM will organize exclusive premium hospitality events in China with the aim to offering fans of the Asian country a new way to enjoy the Spanish championship.
This is another step for LaLiga in its strategy to immerse its football in China.
The three-year deal, signed in Madrid with LaLiga Executive Director Óscar Mayo and VRM CEO and Co-founder Juan Marí Guillot is a license to VRM to design and organize exclusive hospitality experiences for Chinese brands and consumers.
The events, which will feature the participation of LaLiga Ambassadors, that is, relevant former LaLiga players, will consist of a match between the attendees and the subsequent viewing of a live LaLiga match in a selected place in China. Exclusive before and after match activities will be added to make these experiences unique and unmatched.
“From LaLiga we always look for innovative ways to bring fans closer to the emotion and passion that is experienced in our matches. Thanks to this agreement with VRM, we can go one step further and offer experiences that not only focus on the game, but on everything that happens before, during and after them while also offering it in the most exclusive way,” assured Sergi Torrents, LaLiga’s Managing Director in China.
For his part, Juan Marí Guillot, CEO of VRM, wanted to emphasize that this alliance will reinforce the leadership and prominence of Spanish football in such a decisive market as China.
“We understand from VRM that this type of action favors all those who are part of Spanish football around LaLiga,” he said.
“We will open exclusive promotion windows for global brands with interests in China, we will bring unique content such as LaLiga to local brands in the Asian giant and we will in turn allow consumers of these brands to live a unique and unrepeatable experience thanks to the merger of the two worlds, the digital world through our technology and all the connections we will have with Spain, and the real world, the result of the exclusive events that we will develop in China,” explained Juan Marí.
LaLiga also recalled its determined and sustained commitment to bring the championship to fans in China, a country where it has had offices since 2014 and where it has experienced continued growth in recent years.
The alliance with VRM allows a team with extensive experience in organizing hospitalities in major sporting events to make the emotion of Spanish soccer tangible and exclusive for many Chinese fans.
VRM, meanwhile, consolidates its presence in a strategic market and continues its international commitment with its sights set on regions such as Asia, Europe or Latin America.