LaLiga, organising body of the top two divisions of Spanish football, has entered into a strategic partnership with live entertainment discovery platform Fever designed to enhance the non-matchday use of its member clubs’ stadiums.
The agreement between LaLiga and Fever will allow clubs to take advantage of the latter’s catalogue of experiences, allowing both fans and the general public to experience stadiums in a new way while being offered new cultural events in their cities.
Events have already been scheduled through the venture, with Sevilla and Valencia’s homes set to welcome experiences in March. On March 8, the Estadio Ramón Sánzchez-Pizjuán will host a Queen tribute concert lit by candlelight, while Estadio de Mestalla will stage a ‘Paint in the Dark’ activity.
Jorge de la Vega, executive general director of LaLiga, said: “This agreement reinforces our commitment to entertainment and outreach to other audiences.
“In addition, it represents an expansion in the options offered to clubs, in their positioning and in the possibility of them continuing to be a reference in their cities beyond football. It also highlights LaLiga Impulso (LaLiga’s strategic venture with global investment fund CVC Capital Partners) through the search for new ways of exploiting the stadiums.”
Ignacio Bachiller, CEO and co-founder of Fever, added: “This collaboration with LaLiga is an important step for us, as it allows us not only to expand our catalogue of venues and experiences but to continue demonstrating the role of catalyst that Fever has in the world of culture and entertainment.”
