LaLiga to showcase Saudi Arabia under new '€20m per year' deal

LaLiga and Visit Saudi have entered into a partnership agreement with the goal of promoting Saudi Arabia as the most exciting year-round destination - where the passion for football intersects with bridging connections among diverse cultures, ultimately bringing communities together. The contract is said to be worth "€20 million per year."

This collaboration will amplify Visit Saudi's efforts to highlight Saudi Arabia as the world's fastest-growing destination, as well as its rich and captivating cultural heritage, diverse landscapes, and role as a pivotal hub for unprecedented sporting and cultural interactions in today's football la

According to LaLiga, the partnership agreement demonstrates the league's strong historical connection with Saudi Arabia - for over 15 years, LaLiga games have been watched by millions of football fans across the Kingdom, Saudi football players have played in Spain as well as Spanish players in the Saudi league, and Saudi now has more than six official fan clubs for LaLiga teams.

"The great development of sport and sporting events in Saudi Arabia represents a real boost to the attractiveness of the destination, adding to its cultural interest and amazing landscapes," said Iker Casillas, LaLiga ambassador. We are confident that this new collaboration will be a success in connecting and recruiting football and sports lovers in general, as well as new followers."

Saudi Arabia has embraced the sport, elevating football to its pinnacle as the most played and followed activity across the nation, and the level of participation in the under 30s continues to increase. LaLiga is one of the most followed leagues in Saudi Arabia and this collaboration between LaLiga and Visit Saudi will further strengthen this connection and inspire the next generation of Saudi footballers to play for LaLiga teams in the future. With its global reach, LALIGA provides an exceptional platform, which holds great value for the country.

Óscar Mayo, LaLiga Executive Director, said: “Signing this agreement demonstrates our strong commitment to advancing sports and football science in the Arab world, as well as expanding our presence, and that of our clubs, in a relevant global sports hub. I am convinced that this remarkable partnership will truly touch fans’ emotions and empower them to feel the unifying power of football. Football and travel complement each other perfectly, serving as a means to connect and unite cultures all over the world.”

Fahd Hamidaddin, Saudi Tourism Authority CEO, said: “Football and travel bridge cultures and unite people.  Saudi Arabia has millions of incredibly passionate football fans and as we continue to create a dynamic year-round destination, full of cultural events, we look forward to welcoming international travellers to experience the largest sporting and cultural exchange in sporting history, helping us in bringing the world to Saudi and bringing Saudi to the world.”

The collaboration will push the frontiers of brand activation through a variety of activities, including a high-profile debut event, followed by a slew of other activities around the Kingdom, all with the goal of bringing LALIGA closer to Saudi Arabia. LaLiga and Visit Saudi will collaborate to highlight Saudi Arabia's excellent tourism attractions, engaging a varied audience of local, regional, and global visitors.

This new enterprise will be built through creative collaborations, intelligent partnerships, powerful sponsorship agreements, premium digital content, and immersive consumer events aimed to maximise audience involvement. Using the expertise of LaLiga, Spain's world-renowned professional football league, this collaboration intends to rekindle interest in football-driven tourism, broadening the appeal of unrivalled travel experiences, and building a sense of community.