LaLiga, the renowned Spanish professional football league, and Visit Saudi have recently formed a partnership, aiming to showcase Saudi Arabia as a dynamic year-round travel destination where football passion converges with cultural diversity.
The collaborative effort seeks to elevate Visit Saudi’s efforts in spotlighting the country’s rapid emergence as a prominent global destination, celebrated for its rich cultural heritage, diverse landscapes, and its role as a hub for unique sporting and cultural interactions within the realm of football.
The historical ties between LaLiga and Saudi Arabia are evident, with LaLiga games captivating millions of football enthusiasts in the Kingdom for over 15 years. Saudi players have also ventured onto the Spanish fields, while Spanish footballers have actively participated in the Saudi league. Furthermore, Saudi Arabia boasts over six official LaLiga fan clubs.
LaLiga Ambassador Iker Casillas expressed his endorsement, stating: “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. We are sure that this new partnership will be a success in connecting and attracting both football and sports fans in general, as well as new followers”.
Football has flourished as the most beloved and followed sport in Saudi Arabia, particularly among the under-30 demographic. The partnership with LALIGA will not only solidify this football fervor but also inspire a new generation of Saudi footballers to aspire to play for LaLiga teams.
The collaborative venture between LaLiga and Visit Saudi is poised to strengthen the connection between the league and the Saudi audience, extending its global reach. LALIGA’s extensive reach provides a platform that holds significant value for the country.
“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,” LALIGA Executive Director Oscar Mayo said, adding: “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.”
“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 (…)”, stated Fahd Hamidaddin, CEO of Saudi Tourism Authority.
The partnership intends to push the envelope on brand activation through a range of activities, including a high-profile launch event followed by various initiatives within the Kingdom. These activities seek to foster a closer connection between LaLiga and Saudi Arabia, while simultaneously showcasing the country’s tourism offerings to a diverse audience.
The collaboration will encompass innovative partnerships, impactful sponsorships, premium digital content, and immersive consumer events, all geared towards maximizing audience engagement. With LaLiga’s expertise, the partnership aspires to renew interest in football-driven tourism, fostering a strong connection between sports enthusiasts and cultural tourism destinations.