LaLiga, the governing body of the top two divisions of Spanish club football, has teamed up with technology solutions company Globant to create a new entity it claims will lead the “reinvention” of the sports and entertainment industry.
The global company will look to leverage Globant’s experience in transforming businesses and industries through technology, as well as LaLiga’s experience in developing leading global sporting events.
It is hoped the new entity will enhance the experience of sports fans. The project will also see LaLiga work with Globant to expand the products and services of LaLiga Tech by creating offerings for organisations looking to attract a “new generation” of fans.
According to Spanish sports news website 2Playbook, Globant has acquired a 51% stake in LaLiga Tech. Financial terms of the agreement have not been disclosed but 2Playbook reported that the businesses transferred to the new company would have an estimated value of around €200m (£179m/$193m).
LaLiga Tech, launched in 2014, features products such as the league’s OTT platform, fantasy gaming, application and web design, Mediacoach, and content protection tools, as well as consulting services for data analysis and engagement of fans.
The new association with Globant will seek to accelerate the evolution of products and services, as well as the geographical expansion of the offer, through Web3, metaverse, gaming and other emerging technologies.
Martín Migoya, co-founder and chief executive of Globant, said: “Globant’s ambition is to reinvent industries by delivering spectacular experiences for end users. After working for almost two decades with some of the most important brands in the world, we are pleased to join forces with an organisation as relevant as LaLiga and build a unique and innovative global offer to support the digital transformation of the most important players in the field of football, sports and entertainment.”
Óscar Mayo, chief executive of LaLiga, added: “LaLiga Tech was created to help the sports and entertainment industry accelerate its digital transformation, and the increase in demand that we have seen shows that this remains a top priority for these sectors.
“This strategic alliance with Globant will allow us to continue this growth on a global scale, creating more immersive and valuable technologies for our clients. Globant’s experience in business transformation, combined with our long experience in growing sports competitions through technology, creates a unique and exciting proposition for the market.”