LALIGA and China Media Group Sign Landmark Broadcasting Agreement

c/o LALIGA

The Spanish top-flight is set to have a Chinese foothold.

LALIGA announced this month that they have entered into an agreement with the China Media Group that would enable the latter to be the former's official broadcast partner, providing extensive coverage of LALIGA's 2024/25 season and beyond for Chinese fans. They also renewed their commitment to furthering football exchanges between both countries, as well as fostering strategic collaborations that would help elevate the sport and deepen cultural ties.

Building on their Memorandum of Understanding a few months earlier at LALIGA's headquarters in Spain, the partnership was officially set with a signing ceremony in Beijing, with LALIGA president Javier Tebas and Vice Minister of the Publicity Department of CPC Central Committee and President & Editor-in-Chief of CMG Shen Haixiong in attendance.

Also gracing the event are other representatives from both parties, as well as from Mediapro. Attendees from CMG included Qi Zhuquan, Member of the Editorial Board and Director of the International Exchange Bureau; Liang Jianzeng, Director of the General Editorial Office; Xu Qiang, Director of Youth Sports Programming and Ma Zheng, Deputy Director of Youth Sports Programming. From LALIGA, Sergi Torrents, Managing Director of Greater China, and Leticia De Zuloaga, Global Director of Communications, were present. From MEDIAPRO, Tatxo Benet, Chairman and Co-founder, and Pilar Jimenez, CEO of Asia, were present.

Tebas says during the ceremony, "This agreement marks a new chapter in our relationship with CMG. China remains a key market for LALIGA, and we are thrilled to bring our league’s unique passion and excitement to Chinese fans through one of the most influential media platforms in the country. The partnership also aligns perfectly with Spain’s broader diplomatic efforts to deepen ties with China, and we believe that football can be a powerful tool to build bridges and foster mutual understanding."

The announcement of the partnership coincided with the state visit of Spain’s Prime Minister, Pedro Sánchez, to China. LALIGA has been invited to accompany the Prime Minister as part of his official delegation, with Tebas attending an exclusive luncheon with Premier Li Qiang, together with other key Chinese and Spanish business leaders. He also participated in the China-Spain Business Advisory Council meeting alongside Sánchez and China’s Minister of Commerce Wang Wentao. The council was established in 2018, with LALIGA as one of its founding members.