LaLiga will no longer stick to soccer or football, at least "real life" soccer or football.
LaLiga is one of the top soccer leagues in the world, maybe the top, as it has world-class players such as Ronaldo and Messi. Even though every club is from Spain, they have a worldwide following and reach more than your typical sport league.
The league has decided to branch out into esports; an industry that has seen tremendous growth and it shows no signs of stopping. To do this, they will be hosting tournaments in which players will play the FIFA video game against other players. In other words, rather than having tournaments of real-life soccer, it will take place in a video game.
There will be multiple stages and events, most of which will be competed at an arena where there will be live fans and everything a regular sporting event would have.
McDonald's has gigantic sponsorship efforts in the sports world, they have even been an official Olympic sponsor and they already sponsor other soccer leagues and teams. This time, they will be sponsoring these tournaments and events that LaLiga will be holding. As a part of the deal, McDonald's will have the naming rights for the tournament and esports league. Additionally, they will also create their own tournament for a chance to play in the world championship for this league.
1.) LaLiga and McDonald's will be reaching a much younger audience than usual with sports sponsorship. This will allow both entities to market toward young adults; a demographic they otherwise may not be as effective in.
2.) While esports are an untraditional industry or product, they arguably are more valuable to sponsors than some of the more traditional sports. Tournaments and events routinely have millions of viewers and a very loyal fan base. In some instances, they have more viewers than other sporting events.
3.) Both soccer and the FIFA video game have a worldwide fanbase. These tournaments will be reaching people from all around the world through a universal liking of soccer and video games. McDonald's having the access to put their name on this is super valuable.
4.) As esports continue to grow, expect more companies to follow McDonald's and Arby's footsteps in sponsoring events and tournaments. It is a new area, but it continues to be successful and more people are starting to take it seriously.
5.) Would it make sense for your company to sponsor esports? Or for you league or team to create its own league? There are a plethora of opportunities in this field.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell