LaLiga promotes Keegan Pierce to Managing Director for UK & Ireland

LaLiga, Spain’s professional football league, has today announced the appointment of Keegan Pierce as Managing Director for the UK and Ireland. The move is the latest in a series of steps by the organisation to bolster its presence in the territory, where it opened its 11th international office in 2020. LaLiga currently operates 11 offices worldwide, including United States, Mexico, Belgium, South Africa, Nigeria, United Arab Emirates, India, China (Shanghai and Beijing) and Singapore, alongside a network of 44 international delegates covering over 90 countries.

Pierce’s new role is testament to the importance of LaLiga’s overseas development strategy aimed at boosting its brand value, top of mind and fan engagement in key markets globally, while also reinforcing the league’s presence in a global sport business hub such as the United Kingdom.

Led by Pierce with the support of LaLiga Global Network delegate Javier del Rio, LaLiga’s London office represents a link between key stakeholders in the UK and Ireland and the 42 clubs that make up LaLiga Santander and LaLiga SmartBank. Since opening the office in 2020, Pierce has overseen the league’s strategy in the UK and Ireland, including the launch of LaLigaTV as a 24/7 linear offering as well as its distribution via Amazon Prime Video Channels.

LaLiga’s London office also helped forge key sporting alliances including the new LaLiga Camps UK project and an innovative community partnership with London-based grassroots organisation Bloomsbury Football, as well as supporting the renewal of audiovisual rights with Premier Sports (acquired in late 2022 by Viaplay) and increased distribution across bars/pubs.

LaLiga’s UK operation has also played a key role in supporting Spanish clubs in their international expansion strategy, as well as leading business development for LaLiga and its subsidiary LaLiga Tech, which recently established a global technology company driving the reinvention of sports and entertainment in a joint venture with multinational firm Globant.

“I am proud to continue leading our international outreach in this dynamic global market. LaLiga’s presence in London helps us engage with fans across the UK and Ireland, while also reinforcing LaLiga’s relationship with key stakeholders worldwide. We will continue to work to boost our profile and to increase value for LaLiga and all its clubs,” said Keegan Pierce.

"The UK and Ireland is one of the most important strategic markets for both LaLiga and its clubs and we are very excited to have Keegan Pierce take on this new role,” said Octavi Anoro, International Director at LaLiga. “From a business perspective, London is home to the world's

leading media outlets, broadcasters, and sponsors. We look forward to building on the already strong reputation that Spanish football has in the land where the game was born.”