LaLiga takes its brand strategy to China

Spanish professional football's organising body, represented by its global brand and assets manager, Enrique Moreno, took centre stage at a brand management seminar organised by the Chinese Super League in Suzhou.

23 February 2019.- LaLiga and the Chinese Super League (CSL) have once again come together as a part of their link-up and investigation into opportunities for joint collaborations. At an event organised in Suzhou by the Chinese league, LaLiga presented the main aspects of its brand creation strategy to the Asian competition's clubs and organising body, with this being an area in which the CSL is keen to follow in LaLiga's footsteps. 

LaLiga's brand and assets manager, Enrique Moreno, explained the concept of a brand and its key importance within a company or project, whilst he also offered details of the main aspects that have served to redefine LaLiga as far as brand design and positioning are concerned. Moreno also explained the concept of a global brand in each of the various regions in terms of location, audience and  competition.

"LaLiga has overseen an ambitious process of change and promotion with regards to its brand. This is a task that must be sustained on a daily basis and is one that's perfected over time. Despite the historic and cultural differences when compared to LaLiga, the Chinese Super League can use our learning journey and adapt it so as to continue to grow as a league," commented Moreno.

LaLiga's participation at this seminar event represents further progress in the relationship between the Spanish competition and the CSL. The institutions' partnership recently saw a travelling party featuring representatives from each of the Chinese top-flight clubs take part in a seminar held at the Wanda Metropolitano, where attendees were offered an in-depth insight into LaLiga's endeavours in the areas of integrity and security, the role of the match director, the organisation of audiovisual operations and the competition's international development.

About LaLiga

Founded in 1984, LaLiga is a sports association comprising the 41 teams that make up the first and second divisions of professional football in Spain. LaLiga, based in Madrid, is responsible for the LaLiga Santander and LaLiga 1|2|3 leagues and the television production, which in the 2017/18 season reached more than 2.7 billion people globally. The association also has an active foundation and was the world's first professional football league to establish a league for intellectually challenged footballers: LaLiga Genuine.