La Liga has signed an exclusive three-year long broadcasting deal with Viacom18 in India for live streaming the 2021-22 season
The broadcasting deal will provide Viacom18 network with digital rights across the Indian subcontinent. Viacom18’s flagship youth brand MTV has now entered the sports arena through this deal. MTV India will now exclusively air the La Liga football tournament. It will also do so on select national and regional network channels with live-streaming on Voot and Jio platforms.
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La Liga And Viacom18 Sign a 3-Year Broadcast For Live Streaming In India
Currently in its 91st season, La Liga Santander is renowned as the men’s top professional football division, with respect to Spanish football. It is one of the most followed football leagues across the world and is home to Europe’s finest football clubs including Atlético Madrid, Real Madrid, FC Barcelona and many others. And now, the League wants to capitalize on MTV’s considerable presence among the younger age group.
Entering the sports market, MTV looks forward to add elite European football to its music stable, as the sport enjoys a large following among India’s youth. The youth network will be bringing top-flight Spanish football back to Indian television after quite a long hiatus. Moreover, Viacom is looking forward to diversify its sports portfolio and apparently has big plans in the waiting.
“We are confident that we will reach and engage with the youthful audience that MTV as a destination appeals to,” Oscar Mayo, La Liga, said. He also said that Viacom18 and MTV are committed to building a wholesome entertainment-driven ecosystem around La Liga.
The next season of La Liga begins on 13th August. Till then, Viacom18 is planning to launch a massive marketing and communications campaign. In doing do, it further aims at building the fandom and outreach for La Liga in India. The press release also added that the extensive social media and digital clout of MTV will ensure that La Liga is able to engage with fans through a multi-platform approach.
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