LaLiga North America today will announce a fan experience partnership with Verizon that launches with Sunday’s Real Madrid-Barcelona Clásico at Santiago Bernabéu and runs through ‘24. Consumers enrolled in the “Verizon Up” loyalty program will have access to LaLiga experiential events, educational opportunities, clinics and tournaments. LaLiga North America CEO Boris Gartner said, “Our goal is to enhance the experience of American-based fans of LaLiga, and this deal will allow us to do so in new and exciting ways.”
The Verizon agreement is the second commercial partnership for the 18-month-old joint venture between LaLiga and Relevent Sports Group, which in September named Sling TV its first commercial partner.
Gartner said talks with Verizon began in April ’19. “Verizon is aligned with us in a mission to get ahead of the curve when it comes to growing the sport before the 2026 FIFA World Cup,” he said. “We found that engagement has been through the roof already with no signs of slowing down.” He added there is “no better match” around which to announce the deal than El Clásico, “when the world’s eyes are focused on LaLiga.”
