LaLiga Cities brings fans closer to Spanish culture

LaLiga has launched a television series all about the cities that play host to LaLiga Santander football. The aim of the programme, which is to be aired by the institution's national and international rights-holders, is to promote tourism across Spain by using the game as a vehicle to offer an insight into the country's culture and gastronomic offerings.

The show, which is defined as a sports and lifestyle programme, offers viewers a comprehensive lowdown on the cities that witness the thrills and spills served up by LaLiga Santander every matchday. Each episode explores a particular city's history, culture and leisure scene, whilst providing some interesting titbits and fascinating tales about the respective teams.

Madrid, Barcelona, Seville, Valencia and Bilbao are amongst the cities set to feature in the series, which will run over 20 episodes, each lasting 25 minutes and comprising three parts. The first section homes in on the city itself and includes a whistle-stop tour of its major tourist attractions and key landmarks before reviewing the very best of the local cuisine. The next part of the programme focuses on the club in question, with a five-minute feature packed full of priceless nuggets that reveal all there is to know about its philosophy. Last but not least, each episode will devote some time to the club's supporters, with this section featuring a fly-on-the-wall account of the great excitement offered up by the LaLiga Santander matchday experience.

In reference to the launch of the series, LaLiga president Javier Tebas declared that: "Football is a major attraction that draws millions of fans from all over the planet to our country and brings them into contact with the art, culture and food on offer in Spain. Using football as a tool, we want LaLiga Cities to allow us to continue to do our bit to support the Spanish Brand (Marca España) in its efforts to reach every corner of the globe."

Meanwhile, the high commissioner for the Spain Brand, Carlos Espinosa de los Monteros, asserted: "Not only does Spanish football bring us on-field success, it also provides business opportunities and jobs. Football is a unifying force that in recent years has put Spain on the map and given us real prestige. It's more than just a sport, it's a model of success and a global benchmark across all sectors. That's exactly why it's so important to raise awareness of our game through projects like LaLiga Cities."

For his part, the chairman of the Leading Brands of Spain Forum, Jose Luis Bonet, noted that: "Initiatives like the LaLiga Cities series are highly beneficial for both Spain and the companies that operate in the country. The tourism that could be generated by this initiative will create wealth and job opportunities throughout the country, whilst the project brings the international tourist into contact with a range of Spanish brands. I always refer to Spain's potential in terms of a three-pronged relationship between food products, tourism and our gastronomic heritage and this project brings a fourth element into this equation in the form of football, which is most certainly an excellent ambassador for the Spanish brand."

Each matchday, LaLiga football is enjoyed by television viewers across 182 countries, courtesy of the institution's 90 broadcasters. During the 2016/17 campaign, the competition attracted a total audience of 2.598 billion. So far, some 30 international rights-holders have confirmed that they will broadcast all 20 episodes of LaLiga Cities, whilst LaLiga TV and beIN LaLiga are set to air the show in Spain.

According to a report published by KPMG, in 2013 the Spanish game generated a GVA of over €7.6 billion, which equated to 0.75% of Spain's GDP. The LaLiga Cities project is a part of the 'It's not football. It's LaLiga' campaign, which reflects the institution's global approach and promotes the competition's contribution to our society beyond the realm of football.