Spain’s La Liga is stepping up efforts to challenge the English Premier League on the international stage with a joint venture in China aimed at accelerating commercial deals in the country.
As part of a 15-year agreement to be announced on Thursday, La Liga holds a 49 per cent stake in the venture, which will have exclusive rights to sell sponsorship deals for the league in China, with its two partners holding the majority stake.
The Spanish league has teamed up with Super Sports, a subsidiary of DDMC, one of China’s biggest sports and entertainment groups, and Mediapro, the Spanish media company backed by Chinese private equity group Orient Hongtai Capital Management.
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