Viacom18âs flagship youth brand MTV has now teamed up with LaLiga to bring the Spanish Football League exclusively to the Indian sub-continent for the next 3 years. 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.
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 Europeâs finest talent and football clubs including AtlĂ©tico Madrid, Real Madrid, FC Barcelona, amongst others.
âMTV is the premier destination for youth entertainment and content in India and boasts of 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,â Viacom18 said in a press statement.
Speaking about the association Oscar Mayo, Executive Director, LaLiga, 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.â
Speaking about LaLiga on MTV, Anshul Ailawadi, Business Head â Youth, Music and English Entertainment, said, âWe 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 LaLiga team, we realized that this was a partnership waiting to happen â the vision was common, the vibes were good, and we quickly put pen to paper.â
LaLiga will commence on August 13, 2021, and will see Viacom18 put the networkâs 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. MTVâs 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 Viacom18âs offering to its viewers.