La Liga to launch La Liga TwentyNine

La Liga are set to launch La Liga TwentyNine, a chain of licensed bars, as part of their global expansion strategy.


Inspired by the year La Liga was established, the concept of the bars is to promote to the topflight league and its clubs internationally to engage with fans through a range of unique experiences.

The first of its kind by any sports competition, business, marketing and international development director, Oscar Mayo, says, “La Liga TwentyNine’s will mark a before and after in the world of entertainment. We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar.”

Following last week’s announcement of IQONIQ being La Liga’s global fan engagement partner, the Spanish league have placed the fans at the heart of their plans. The new hospitality concept will connect football, entertainment and food with technology influencing the fan experience.

La Liga intend to connect with their global fans outside of Spain to enhance the perception of the league and its clubs across the world. Each bar will have specific zones to capture the interests of fans for example, a multipurpose stand will be incorporated to re-create the atmosphere on the Spanish terraces on matchday. In addition, the bars will not only show La Liga fixtures but other sporting events from the likes of tennis, baseball and basketball.

A zone dedicated to eSports will also be part of the facilities as well as giving fans the opportunity to purchase merchandise. While, exclusive offers and competitions will be held to attract engagement from fans. Mayo has said the league intend to open 30 venues over the course of the following seven years.

Tailored to each specific region of the world, the food choices will be relevant to the

Interests of the country the bar is situated in but the look and feel of each bar will be similar to maintain brand cohesion of La Liga.

To help boost the promotion of La Liga TwentyNine, the league has partnered with Barelo Hotel Group, a Spanish hotel firm who own over 252 hotels worldwide in 22 countries. Mayo adds, “We are doing this hand in hand with strategic partners that have deep experience in the hospitality or restaurant sector to help take the concept of a traditional sports bar much further through unique user experiences.”

Additionally, La Liga are currently in talks with potential partners across the global to discuss where else bars can be placed to achieve their aims within their global strategy plan.



Author: James Parker



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