GXR, founded in 2019 by Group CEO Paul Roy is the largest esports, gaming and lifestyle organization in the world with a presence in the MENA region, North America , South East Asia , South Asia and Europe.
The joint venture positions GXR as LaLiga’s local partner in the MENA market and the Indian subcontinent, delivering a historic first for the world of sports rights in the territories expected to generate more than €3 billion in revenue.
Following the signing of the letter of intent, the parties entered into an exclusive period to finalize the contract details and establish the JV. As agreed in the letter of intent, LaLiga and GXR will each own a 50% interest in the new JV.
The joint venture will open up new avenues and opportunities for LaLiga to grow its brand presence in a key target region that is one of the youngest in the world with more than 1.3 billion people under the age of 30.
In addition, the Joint Venture will act as the media rights agency for the broadcasting and media rights for the MENA and the Indian subcontinent.
The deal provides LaLiga with an innovative path to share its intellectual property (IP) through a local partner that already offers significant market reach – GXR has more than 500 million followers worldwide – and a platform for growth that leverages expertise in six key verticals : licensing, content creation, esports, influencer/talent management, merchandising and music.
Paul Roy CEO & Founder of Galaxy Racer said: “The LaLiga brand is powerful, but its potential remains untapped among millennials and GenZ in the MENA region and the Indian subcontinent.
“Our opportunity is to connect with a younger audience in a way that appeals to them. Galaxy Racer has a market reach that will help unlock that potential and elevate LaLiga into an ambitious brand for target audiences in the region.”
Executive Director of LaLiga Oscar Mayo added: “As the market enters a new era of growth, now is the right time to take our business in the region to the next level and attract the next generation of younger sports fans to our competition.
“This historic partnership will boost the popularity of LaLiga and football in the MENA and the Indian subcontinent. With Galaxy Racer’s extensive experience in the region as one of the world’s largest transmedia powerhouses, we believe they are the ideal partner to help us reach new audiences and unlock the true potential of LaLiga in the region.”
“Partnering with Galaxy Racer is an important milestone in our international expansion strategy,” added Maite Ventura LaLiga’s general manager for the Middle East and North-Africa , “This agreement ensures a bright future not only for football in MENA and the Indian subcontinent, but also for LaLiga and our clubs.
“Success for us is seeing more of the younger audience playing and enjoying the game, we want to tap into the hearts and minds of the millennials and GenZ. With Galaxy Racer’s expertise in the market, we will be able to really build fan loyalty and position LaLiga as a top-of-mind brand for football and lifestyle.”
The deal will help LaLiga engage with a younger audience in a meaningful way, through content creation and a crossover focus on gaming and esports, as well as new consumer products – from apparel to collectibles – and a wide range of activations. ushering in a new way of thinking for the world of football and sports.
A key strength of the agreement is the establishment of a production studio for the JV. The studio will leverage Galaxy Racer’s extensive experience in licensing, product development and content generation, production and broadcasting in a region seen as one of the fastest growing areas in the sports industry thanks to a large pipeline of investments in areas such as golf, boxing. , F1 and horse racing in recent years, as well as the Qatar 2022 FIFA World Cup to take place later this year.
Based in the UAE, the JV will consist of a team of approximately 20 people dedicated to developing the brand and securing new business opportunities, with a five-member board of directors including Chief Executive Officer (CEO) Maite Ventura . Luis Cardenas Commercial Director for LaLiga MENA, becomes Chief Commercial Officer (CCO).
The joint venture will work with the competition representatives in Morocco , Egypt , Qatar KSA, Turkey , Israel , India and the UAE, an important part of regional growth.
Several LaLiga and Galaxy Racer collaborations are already in the works, including a documentary series, tournaments, merchandise, physical events and activations.
GXR will also manage the creators’ business to showcase the LaLiga brand throughout the year and launch a selection of LaLiga-focused creators. Like current LaLiga football ambassadors, the selected creators will represent LaLiga exclusively and travel the world promoting themselves and LaLiga to fans around the world.
For media inquiries, please contact:
Chris.Fraser@hkstrategies.com / +971 5 8859 4526
For information about LaLiga, please contact:
LaLiga Communicatie Communications Department
prensa@laliga.es / T +34 912 055 000 / M +34 616 035 335
LaLiga.es / @LaLiga on Twitter / LaLiga on Facebook / LaLiga on Instagram
Notes to editors:
sources:
1. Sports Business, 2021 – https://www.sportbusiness.com/news/super-bowl-lv-shows-ratings-erosion/
2. Reader’s Digest, 2022 – https://www.readersdigest.co.uk/lifestyle/sport/how-young-people-are-reshaping-sports
About Galaxy Racer:
Galaxy Racer (GXR) was founded in 2019 by Paul Roy and is a transmedia powerhouse focused on esports, content creators, music and sports, with our competitive esports division, Nigma Galaxy featuring an impressive roster of ten esports teams in Dota 2, League of Legends, CS:GO, Fortnite, VALORANT, PUBG Mobile, BGMI and Free Fire.
Galaxy Racer has over 100 content creators across North America Middle East North Africa (MENA), South Asia , Europe and South East Asia (SEA), with over 500 million followers and over 2.5 billion monthly views.
Galaxy Racer provides live streaming and gaming talents with brand recommendations, streaming contracts, creator collaborations, digital rights management, monetization, offline event opportunities, managing their social media channels and content programming.
Galaxy Racer website: https://galaxyracer.gg
For the latest Galaxy Racer news and activities, follow us on:
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LinkedIn: https://www.linkedin.com/company/galaxy-racer-dxb
About LaLiga
LaLiga is a global, innovative and socially responsible organization that is a leader in the leisure and entertainment industry. It is a private sports association composed of the 20 joint-stock sports enterprises (SADs) and clubs of LaLiga Santander and the 22 of LaLiga SmartBank, and is responsible for the organization of professional football leagues in Spain . LaLiga is the football league with the most social media followers in the world, with over 158 million followers across 17 platforms in 20 different languages. With headquarters in Madrid ( Spain ), it is present in 41 countries through 11 offices and 44 delegates. The organization carries out its social work through its Foundation and was the world’s first professional soccer league to establish a league for intellectually disabled soccer players: LaLiga Genuine Santander.
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SOURCE Galaxy Racer
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