Rohit Sharma unveils new Laliga brand identity in India ahead of 2023-24 season

The new Laliga EA Sports season will feature a host of new broadcasting improvements for Indian audiences, including greater use of AR & a variety of cinematic camera angles

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Rohit Sharma unveils new Laliga brand identity in India ahead of 2023-24 season

Rohit Sharma, LALIGA Ambassador, Jose Cachaza, LALIGA MD India & Viacom18

Laliga, one of the largest football ecosystems in the world, announced the launch of the upcoming Laliga EA Sports season, with Laliga ambassador, Rohit Sharma and broadcasting partner, Viacom18.

Commencing on Friday, August 11, 2023, Laliga - broadcasted on Sports18 and JioCinema in India - has undergone transformation encompassing brand evolution, strategy, positioning technology, audio-visual, and digital innovation.

Laliga is one of the most followed of Europe’s five major leagues. With the overarching brand transformation, the new-look Laliga mobile app will also feature a more personalised user experience, new content formats adapted to new consumer trends, and a revamped Laliga fantasy game.

From a broadcast perspective, the league will utilise a greater use of augmented reality, a new bench, aerial and cinematic camera angles, and new and improved graphics packages.

There will also be broadcasting improvements such as interviews with the coaching staff, pre-match footage from inside changing rooms, and greater involvement of players across a host of different broadcast formats to boost the visibility of the league not only on TV but also on mobile and tablet screens.

Commercially, Laliga's net revenues are projected to grow by over 10% this season. EA Sports has joined Laliga as the title sponsor for the first time this season, while Puma, Microsoft, Mahou, and BKT continue as global sponsors. Laliga’s regional partners in India include Dream11 and Hero Vired.

Jose Antonio Cachaza, Managing Director, Laliga India, said, “We stand on the brink of an exhilarating new chapter, as LALIGA embarks on a transformative journey, set to redefine the very essence of our league and fan experience for the game of football. As we step into this new era, we are proud to continue with our esteemed Laliga Ambassador, Rohit Sharma, and our trusted broadcasting partner, Viacom18, to bring the magic of Laliga closer to the hearts and screens of all Indian fans.”

Rohit Sharma, Laliga brand ambassador, added, “As Laliga Brand Ambassador, I am truly excited to be a part of this incredible journey as Laliga unveils its new brand identity and embarks on a path of innovation and excellence. Laliga has always been a symbol of top-tier football, and its commitment to evolving with the times while staying true to its essence is truly commendable. India’s passion for football is undeniably growing stronger by the day, and Laliga's new avatar perfectly aligns with the aspirations of millions of football enthusiasts in the country.”

Siddharth Sharma, Head of Content, Viacom18 - Sports, said, “Through our belief in revolutionising the way sports is consumed in the country, we align perfectly with Laliga's vision of innovation and delivering unparalleled content to our audience. The 2022-23 Laliga season saw over a 100% increase in viewership compared to the previous season and through our state-of-the-art broadcasting capabilities, we will continue to provide Indian fans a top-notch experience.”

Laliga football EA Sports JioCinema Viacom18 Rohit Sharma augmented reality Sports18