Television

Viacom18 partners with LaLiga, MTV India to exclusively air the Spanish league in India

The 3-year partnership will give it linear & digital rights across Indian subcontinent

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New Delhi: Viacom18 Media’s flagship youth brand MTV has teamed up with LaLiga to bring the Spanish Football League exclusively to the Indian subcontinent for the next three years. The exclusive partnership will give the network linear and digital rights across the Indian subcontinent.

Enabled and supported by Rise Worldwide, LaLiga will air exclusively on MTV in India, along with select national and regional network channels and live-streamed on Voot & Jio platforms, the network announced on Monday.

Consumption and following of football in India have consistently increased over the past decade, especially amongst the youth. Currently in its 91st season, the iconic league is one of the most followed football leagues across the world and is home to Europe’s finest talent and football clubs including Atlético Madrid, Real Madrid, FC Barcelona, amongst others.

MTV is a popular destination for youth entertainment and content in India with a strong affinity with its young-at-heart viewers. Given the following that Football currently enjoys in India, Viacom18 and MTV are committed to building a wholesome entertainment-driven ecosystem centred around LaLiga, in a bid to further augment the fandom of the game, said the media conglomerate in a statement.

Speaking about the association LaLiga, executive director, Oscar Mayo said, "We are excited to partner with Viacom18 (MTV India) and further bolster the LaLiga fandom to an ever-growing football fan base in India. Having set one of the highest standards of football globally and India gaining tremendous momentum, we are confident that we will reach and engage with the youthful audience that MTV as a destination appeals to.”

Speaking about LaLiga on MTV, business head – Youth, Music and English Entertainment, Anshul Ailawadi said, “We at MTV have always known that football enjoys a groundswell of support amongst young-at-heart Indians. The LaLiga in particular, is a cultural phenomenon all over the World. When the folks from RISE Worldwide introduced us to the LaLiga team, we realized that this was a partnership waiting to happen – the vision was common, the vibes were good, and we quickly put pen to paper.”

LaLiga will commence on 13 August and will see Viacom18 put the network’s might behind building reach and resonance for the league amongst Indian viewers. Viacom18 will connect with the football fans through a massive marketing and communications campaign, further building the fandom and outreach for LaLiga in India.

“MTV’s extensive social media and digital clout will ensure that LaLiga engages fans through a multi-platform approach, potentially making football a part of dinner-table conversations across Indian homes and further widen MTV and Viacom18’s offering to its viewers,” said the channel.

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