Viacom 18 signs a three-year broadcasting deal with LaLiga in India

LaLiga has agreed to a three-year broadcasting contract with Viacom18’s flagship youth brand MTV. The LaLiga football tournament will now air exclusively on MTV in India, as well as certain national and regional network stations, and will be live-streamed on Voot and Jio platforms, thanks to rising Worldwide’s assistance.

Football viewership and fandom have risen steadily in India over the last decade, particularly among the youth.

LaLiga, now in its 91st season, is one of the most popular football leagues in the world, including some of Europe’s best players and clubs, like Atlético Madrid, Real Madrid, and FC Barcelona.

“We are excited to partner with Viacom18 (MTV India) and further bolster the LaLiga fandom to an ever-growing football fan base in India,” stated Oscar Mayo, Executive Director of LaLiga. ”We are convinced that we will reach and engage with the youthful population that MTV as a destination appeals to, having set one of the best standards in football globally and India developing enormous momentum” he added.

“We at MTV have always understood that football enjoys a groundswell of support amongst young-at-heart Indians,” Anshul Ailawadi, Business Head – Youth, Music, and English Entertainment, said of LaLiga on MTV.

“The LaLiga, in particular, has become a global cultural phenomenon. We felt this was a relationship waiting to happen when the individuals from rising Worldwide introduced us to the LaLiga team – the concept was similar, the vibes were positive, and we swiftly put pen to paper” he further added.

LaLiga will begin on August 13, 2021.

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