LaLiga renews Mexico and Central America deal

Spain’s LaLiga has renewed the audiovisual rights agreement for the LaLiga Santander and LaLiga SmartBank competitions in Mexico and Central America with Sky Sports. The partnership covers the rights for eight seasons, from the 2024-2025 season onwards.

This agreement represents a significant increase in the value of LaLiga’s audiovisual rights in Mexico and Central America, increasing the value compared to the previous tender, the football body said.

The agreement is the result of negotiations between Spanish broadcaster and producer Mediapro and LaLiga North America, a joint venture between LaLiga and Relevent Sports, which was extended to Mexico in June 2020.

According to LaLiga, the pair’s involvement was key to revaluing the audiovisual rights of the competition at a time when other European leagues have seen the value of their rights diminish.

LaLiga said the agreement would also enable it and member clubs to increase their brand presence in a key football market, enabling the league and its clubs to get closer to audiences in the region. LaLiga and Sky have worled together in the region for over 10 years.