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GXR, founded in 2019 by CEO Paul Roy is the largest esports, gaming and lifestyle organization in the world with a presence in the MENA region, North America , Southeast Asia , South Asia and Europe.
The JV positions GXR as LaLiga’s local partner in the MENA market and the Indian subcontinent, and sets up a historic first for the world of sports rights in the territories estimated to generate over €3 billion in revenue.
Following the signing of the letter of intent, the parties entered into an exclusive period to enter into contract details and the establishment of the JV. As agreed in the letter of intent, LaLiga and GXR will each have a 50% stake in the new JV.
The JV will offer LaLiga new avenues and opportunities to increase brand presence in a key target region that is one of the youngest on the planet with more than 1.3 billion people under the age of 30.
In addition, the Joint Venture will act as the media rights agency for broadcasting and media rights for MENA and the Indian subcontinent.
The deal gives LaLiga an innovative way to share its intellectual property (IP) through a local partner that already offers significant market reach – GXR has over 500 million followers worldwide – and a platform for growth that leverages expertise in six key verticals: licensing, content creation , esport, influencer/talent management, merchandising and music.
Paul Roy CEO and founder of Galaxy Racer said: “The LaLiga brand is powerful, but its potential remains untapped among Millennials and GenZ in the MENA region and the Indian subcontinent.
“Our opportunity is to connect with a younger audience in a way that resonates with them. Galaxy Racer has a market reach that will help unlock this potential and elevate LaLiga to an aspirational brand for target audiences in the region.”
LaLiga CEO Oscar Mayo added: “With the market set to enter a new era of growth, this is the right moment to take our business in the region to the next level and attract the next generation of younger sports fans to our competition.
“This historic partnership is set to increase the popularity of LaLiga and football in MENA and the Indian subcontinent. With Galaxy Racers’ extensive experience in the region as one of the world’s largest transmedia powerhouses, we believe they are the ideal partner to help us reach a fresh new audience and unlock the true potential of LaLiga in the region.”
“Partnering with Galaxy Racer is an important milestone in our international expansion strategy,” added Maite Ventura LaLiga’s CEO of Middle East and North Africa , “This agreement not only ensures a bright future for football in MENA and the Indian subcontinent, but also for LaLiga and our clubs.
“Success for us is seeing more of the younger audience playing and enjoying the game, we want to tap into the hearts and minds of millennials and GenZ. With Galaxy Racers expertise in the market, we will be able to really build fan loyalty and position LaLiga as a top-of-mind football and lifestyle brand.”
The deal will help LaLiga speak meaningfully to younger audiences through content creation and a crossover focus on gaming and eSports, as well as new consumer products – from apparel to collectibles – and a wide range of activations that usher in a new way of thinking for football’s and the world of sports.
A key strength of the agreement is the creation of a production studio for the JV. The studio will leverage Galaxy Racer’s extensive experience in licensing, product development and content generation, production and broadcasting in a region seen as one of the fastest growing territories in sports, thanks to a large pipeline of investments in areas such as golf, boxing, F1 and horse racing in recent years, as well as the FIFA World Cup Qatar 2022 which will take place later this year.
Based in the UAE, the JV will feature a team of around 20 people dedicated to developing the brand and securing new business opportunities, with a board of five people including the Chief Executive Officer (CEO) Maite Ventura . Luis Cardenas commercial director of LaLiga MENA, will be the commercial director (CCO).
The JV will work in coordination with the league’s delegates based in Morocco , Egypt , Qatar KSA, Turkey , Israel , India and the UAE, a key component of regional growth.
Several LaLiga and Galaxy Racer collaborations are already in the works, including a documentary series, tournaments, merchandise, physical events and activations.
GXR will also curate creator activities to showcase the LaLiga brand throughout the year and will launch a roster of LaLiga-focused creators. Like LaLiga’s current football ambassadors, the selected creators will represent LaLiga exclusively, touring the world promoting themselves and LaLiga to fans globally.
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Notes to editors:
Sources:
1. Sports Business, 2021 –
2. Reader’s Digest, 2022 –
About Galaxy Racer:
Galaxy Racer (GXR) was founded in 2019 by Paul Roy and is a transmedia powerhouse focused on esports, content creators, music and sports, with our competitive esports division, Nigma Galaxy boasting an impressive roster of ten esports teams in Dota 2, League of Legends, CS:GO, Fortnite , VALORANT, PUBG Mobile, BGMI and Free Fire.
Galaxy Racer has over 100 content creators across North America Middle East North Africa (MENA), South Asia , Europe and Southeast Asia (SEA), amasses over 500 million followers and generates over 2.5 billion monthly views.
Galaxy Racer offers live streaming and gaming talent with brand endorsement deals, streaming contracts, creator collaborations, digital rights management, monetization, offline event capabilities, social media channel management and content programming.
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About LaLiga
LaLiga is a global, innovative and socially responsible organization that is a leader in the leisure and entertainment sector. It is a private sports association composed of the 20 public limited companies (SADs) and clubs of LaLiga Santander and the 22 of LaLiga SmartBank, and is responsible for organizing professional football competitions in Spain . LaLiga is the most followed football competition on social media in the world, with over 158 million followers across 17 platforms in 20 different languages. With headquarters in Madrid ( Spain ), it is present in 41 countries through eleven offices and 44 delegates. The organization carries out its social work through its Foundation and was the world’s first professional football league to establish a league for intellectually challenged footballers: LaLiga Genuine Santander.
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