Johannesburg - La Liga, the Spanish football league, has announced the opening of its new office in Johannesburg.
It is the Spanish league’s first representation on the African continent.
President Javier Tubas led the delegation of La Liga representative to officially launch the office.
With this opening, La Liga takes an historic step in the strategy of international expansion of Spanish professional football.
The goal of the new office is to extend the global positioning of La Liga’s brand to Africa, approaching African fans that enthusiastically follow Spanish football.
The official opening was attended by representatives of Spanish companies and South African institutions, members of the South African Premier Soccer League and other personalities such as the Spanish ambassador to South Africa, Juan Sell.
South African sports minister Fikile Mbalula congratulated La Liga on the opening of this office in “his” territory.
Tebas commented: "It's a historic day for La Liga. We are very happy to open this office in Johannesburg and to be closer to our loyal fans and broadcasters. To La Liga, being here is a strategic move and we want to be even more present in the future."
According to Tebas, projects like the LFP World Challenge will be present in Africa in next editions.
For Antonio Barradas, country manager of La Liga in South Africa, the opening of this office in Johannesburg is a great opportunity for mutual growth. "It will be hugely beneficial for La Liga and for the country. South Africans really love football and, increasingly, Spanish football. We will be with them, listening and offering all our effort," stressed the head of La Liga’s new office.
La Liga has said its main objective is to transfer skills and raise future leaders, using soccer as a developmental sport to achieve these goals. The South African spirit of Ubuntu will be entrenched in its social upliftment strategy of creating a healthy environment and healthy minds through sports.
The exposure to international football will be a game-changer in expanding the horizons of young people who are passionate about football, and in cementing a long-term vision of La Liga’s influence in the African landscape.
La Liga’s delegation on Tuesday held a meeting with representatives of the international broadcaster SuperSport, which holds La Liga’s broadcasting rights in South Africa and much of the African continent.
The Spanish body also visited the premises of the Nelson Mandela Foundation and met with the South African Premier Soccer League.
African president, Tony Barradas, (left) and La Liga president Javier Tebas (Photo supplied)