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La Liga and Relevent, a multinational media, sports and entertainment group, announced a first-of-a-kind 15-year deal to promote soccer in the US and Canada.
As part of the agreement La Liga plans to bring a regular season club match to the United States, the first to be played outside of Europe.
The game - with the participating teams and the location still to be decided - is part of La Liga’s push to extend its scope beyond Europe and usurp the English Premier League as the most popular in the world.
"Called La Liga North America, the newly founded organization will work to cultivate soccer culture in the US and Canada using the unequalled assets of La Liga," the soccer body said.
"The announcement comes on the back of a successful 2018 FIFA World Cup which featured players from every club in the Spanish first division and in anticipation of the 2026 FIFA World Cup that will be hosted in North America.
La Liga North America has the exclusive representation of La Liga in the US and Canada for all business and development activities. The operation plans to have an official La Liga Santander match played in the U.S.
"This extraordinary joint venture is the next giant leap in growing soccer’s popularity in North America," said Stephen Ross, chairperson and owner of Relevent.
La Liga President Javier Tebas added: "We’re devoted to growing the passion for soccer around the world. This ground-breaking agreement is certain to give a major impulse to the popularity of the beautiful game in the U.S. and Canada.
"Relevent has filled stadiums across the U.S. with the International Champions Cup, we’re thrilled to partner with them on a joint mission to grow soccer in North America."
