La Liga is "implementing a number of changes to ensure its clubs market a more consistent brand image for the league as it attempts to catch up with the increasingly financially dominant English Premier League," according to Tony Connelly of THE DRUM. La Liga Marketing Dir Adolfo Bara discussed the measures league bosses have taken to "make sure its clubs capitalise on the new TV broadcast deal and its live streaming plans." The new €1.6B ($1.8B)-per-season broadcast deal "is double the amount of the previous contract." Bara admitted that the Premier League’s business model is "something which La Liga is looking to follow and wanted to see the Spanish league brand become more distinct." Bara said, "For us, it's very important that when someone watches a football game, they know it's La Liga no matter which team is playing." La Liga plans to "portray a more attractive, consistent and recognisable brand by forcing teams to make their stadiums look better during broadcasts." This will include "painting some of the run down stadiums, consolidating spectators to ensure they are in camera shot, brightening up pitch side advertising boards and even making the grass greener" (THE DRUM, 9/27).
