Viacom18 Media, India’s youngest and leading media conglomerate, continues to rise above itself by challenging itself to ensure that different and fresh entertainment is provided to the Indian audience. Home to some of India’s more exciting and entertaining properties, Viacom18’s flagship youth brand MTV has now teamed up with LaLiga to exclusively bring the Spanish Football League to the Indian subcontinent for the next 3 years. Enabled and supported by Rise Worldwide, LaLiga will air exclusively on MTV in India with select national and regional network channels and will be live-streamed on Voot and Jio platforms.
The consumption and following of football in India has grown steadily over the past decade, especially among the youth. Currently in its 91st season, the prestigious league is one of the most followed football leagues around the world and is home to some of Europe’s finest talent and football clubs, including Atlético Madrid, Real Madrid, FC Barcelona, among others. MTV is the premier destination for youth entertainment and content in India and boasts of a strong affinity with its young audience. Given the following that football is currently enjoyed in India, Viacom18 and MTV are committed to building an entire entertainment-driven ecosystem centered around LaLiga to further enhance the fantasy of the sport.
Speaking about the association, Oscar Mayo, Executive Director, LaLiga said, “We are excited to partner with Viacom18 (MTV India) and further strengthen the LaLiga fandom for the ever-growing football fan base in India. Having set one of the highest standards of football globally and gaining tremendous momentum in India, we are confident that we will reach and connect with the young audience that MTV appeals to as a destination.
Speaking about LaLiga on MTV, Anshul Ailawadi, Business Head – Youth, Music and English Entertainment said, “At MTV we have always known that football enjoys immense support among young-hearted Indians. LaLiga One in particular, a cultural phenomenon all over the world. When the folks at Rise Worldwide introduced us to the LaLiga team, we realized it was a partnership waiting to happen – the vision was generic, the vibes were good , and we quickly put the pen to the paper.
LaLiga will start on 13 August 2021 and Viacom18 will put the network’s power behind building reach and resonance for the league among Indian audiences. Viacom18 will connect with football fans through a massive marketing and communication campaign, and build fantasy and outreach for LaLiga in India. MTV’s massive social media and digital dominance will ensure that LaLiga engages fans through a multi-platform approach, potentially making football a part of the conversation at the dinner table in Indian homes and offering MTV and Viacom18 will make it wider for its audience.
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