October 2 – Spain’s LaLiga has licensed its name and marks for a series of sports bars around the world, signing an agreement with Spanish chain Barceló Hotel Group.
The bars will be launched under the LaLiga TwentyNine’s brand name, taken from 1929, the year that LaLiga was formed.
LaLiga said “several” site openings are already planned with the first expected to open in Barcelona at the start of next year and the second inside the PortAventura World amusement park in Tarragona.
Barceló Hotel Group has more than 252 hotels in 22 countries and has signed an exclusivity agreement to develop the project in the Middle East and North Africa (MENA).
A LaLiga press release said the bars “will combine gastronomy, entertainment, football and other sports in a unique and interactive environment, with technology playing a key role. This is the first time that a sports competition has created a licensing model of this kind on a global scale.”
Venues will be licensed at street level, in shopping malls, airports, within establishments such as hotels, cruise ships or amusement parks, said LaLiga.
Óscar Mayo, business, marketing and international development director at LaLiga, said: “LaLiga TwentyNine’s will mark a before and after in the world of entertainment. We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar.”
Sites will have a zone dedicated to eSports for gamers, a fan engagement area, a merchandising area and a ‘Beat Center’, where fans can learn more about LaLiga Santander and LaLiga SmartBank, as well as buy LaLiga.
Sara Ramis, chief marketing officer of Barceló Hotel Group: “From Barceló Hotel Group, we continue to bet on experiential innovation, creating unique and differentiated experiences in our hotels. LaLiga TwentyNine’s is an innovative concept that unites us with a prestigious brand in LaLiga to develop this new concept of sports bar in which our clients will enjoy surprising experiences linked to sports.”
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