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LaLiga launches global hospitality chain

Football’s Spanish LaLiga has launched LaLiga TwentyNine’s, a new hospitality chain that will seek to promote the league and its clubs around the world through a range of unique experiences.

LaLiga said the new venture will combine gastronomy, entertainment, football and other sports in a “unique and interactive” environment, with technology to form a key part of the product. LaLiga TwentyNine’s takes its name from 1929, the year the top-tier LaLiga competition was founded.

LaLiga has partnered with Barcélo Hotel Group, a Spanish hotel chain, which will be granted exclusivity of LaLiga TwentyNine’s licenses in the Middle East and North Africa.

The spaces will incorporate a multi-purpose stand that will recreate LaLiga stadiums, providing guests with the sensation of being inside the ground. Dedicated gastronomy zones will also be set up, while other sports such as tennis, basketball and baseball will be screened alongside football.

Dedicated esports zones will be set up, as well as a fan engagement area, a merchandising area and a ‘Beat Center’, where fans can learn more about the top two tiers of Spanish football, buy official products and participate in contests and quizzes.

Additionally, a ‘B-eat Experience’ will be available for guests to sample. These spaces will only be created in select locations and will serve as premium areas that will include “fusion gastronomic experiences with 360-degree projections”.

According to LaLiga, the venture marks the first time that a sports competition has created a licensing model of this nature on a global scale. It is hoped LaLiga TwentyNine’s will enhance fan engagement both in Spain and overseas.

LaLiga TwentyNine’s spaces will launch at street level and in shopping malls, airports, hotels, cruise ships and amusement parks. The first space is scheduled to open in Barcelona at the start of 2021, with another space planned at the PortAventura World amusement park in Tarragona.

Óscar Mayo, LaLiga’s business, marketing and international development director, 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.”

Sara Ramis, chief marketing officer of Barcélo Hotel Group, added: “At Barceló Hotel Group we continue to bet on experiential innovation, creating unique and differential experiences in our hotels. LaLiga TwentyNine’s is an innovative concept that unites us to a brand as prestigious as LaLiga to develop this new concept of sports bar in which our clients will enjoy surprising experiences related to sports.”

LaLiga said it is already in talks with other potential partners over the possibility of further sites around the world.

Images: LaLiga