LaLiga names new marketing lead to ramp up efforts in APAC

Spanish football league LaLiga has promoted Russell Tan (pictured) to head of marketing, Southeast Asia, Japan, South Korea and Australia. In his new role, he will oversee marketing and communications, regional account management and creative solutions, broadcaster relationship, sports projects, activations and events and esports and gaming.

Tan will continue to report to Ivan Codina, managing director for Southeast Asia, Japan, South Korea and Australia.  In a statement to A+M, Tan said he aims to tell the brand story of LaLiga through the heartbeat and emotions of everything on and off the pitch. This ranges from club stories, to the league for people with intellectual disabilities (LaLiga Genuine) to audiovisual and business innovations (LaLiga Global Network) to institutional relationships aimed at improving the standard of football worldwide.

Tan also aims to continue developing the standard of football in the region through LaLiga's institutional partnerships with local football associations and league, and to be the number two league behind each domestic league. He was previously senior regional account manager and aided LaLiga in its regional growth through strategic partnerships and branding. Prior to joining LaLiga in 2017, Tan was with OPPO as marketing manager.

Among the list of initiatives that LaLiga will be involved in throughout the region include LaLiga Roadshows, more screening events, pre-season tours, World Football Summit Asia and the LaLiga esports team players exhibition match against Team Malaysia. In March last year, the football league partnered 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”.