LaLiga has partnered with Grab to strengthen its brand presence in Southeast Asia and engage its fans. It also aims to bring to life the brand slogan "It's not football. It's LaLiga".
As part of the collaboration, both brands will provide each other access to their owned channels and assets. In a statement to Marketing, LaLiga's spokesperson said it chose to collaborate with Grab because of its reach in the key target markets, and the synergy between both brands in their approach to consumers within the target markets.
Grab is the first partnership LaLiga took on in Southeast Asia, and the brand will be evaluating the effectiveness of the campaign, as well as mutual benefits for future decisions regarding long-term partnerships and other potential partners. The spokesperson added that LaLiga will also be looking at other key partnership opportunities that benefit other regional markets such as Australia, South Korea and Japan.
“The agreement will allow us to get even closer to the football fans in the region, and allowing them the chance to experience LaLiga first-hand in Spain. Essentially, we’re transporting our regional fans to Spain and LaLiga through Grab,” Ivan Codina, managing director for Southeast Asia, Japan, South Korea and Australia, said.