LALIGA and China Media Group (CMG) Sign Landmark Broadcasting Agreement

This partnership was formalized in a signing ceremony in Beijing, attended by Javier Tebas, President of LALIGA, and Shen Haixiong, Vice Minister of the Publicity Department of CPC Central Committee and President & Editor-in-Chief of CMG. The signing marks a significant milestone in LALIGA’s ongoing efforts to expand its presence in the Chinese market, delivering top-tier Spanish football content to millions of passionate fans across the country. Under this new agreement, Chinese fans will be able to watch LALIGA live matches across various platforms under China Media Group, providing extensive coverage of LALIGA’s 2024/25 season across China.

The ceremony was also attended by senior representatives from CMG, LALIGA and Mediapro. Attendees from CMG included Qi Zhuquan, Member of the Editorial Board and Director of the International Exchange Bureau; Liang Jianzeng, Director of the General Editorial Office; Xu Qiang, Director of Youth Sports Programming and Ma Zheng, Deputy Director of Youth Sports Programming. From LALIGA, Sergi Torrents, Managing Director of Greater China, and Leticia De Zuloaga, Global Director of Communications, were present. From MEDIAPRO, Tatxo Benet, Chairman and Co-founder, and Pilar Jimenez, CEO of Asia, also joined the event.

In his remarks at the signing ceremony, Javier Tebas stated: "This agreement marks a new chapter in our relationship with CMG. China remains a key market for LALIGA, and we are thrilled to bring our league’s unique passion and excitement to Chinese fans through one of the most influential media platforms in the country. The partnership also aligns perfectly with Spain’s broader diplomatic efforts to deepen ties with China, and we believe that football can be a powerful tool to build bridges and foster mutual understanding. "

The partnership announcement coincides with the state visit of Spain’s Prime Minister, Pedro Sánchez, to China from September 8 to September 11, 2024. LALIGA has been invited to accompany the Prime Minister as part of his official delegation to China. On September 9th, LALIGA President Javier Tebas attended an exclusive luncheon with Premier Li Qiang, together with other key Chinese and Spanish business leaders. On the same day, Javier Tebas also participated in the China-Spain Business Advisory Council meeting alongside Pedro Sánchez and China’s Minister of Commerce Wang Wentao. The council was established in 2018, with LALIGA as one of its founding members.

The signing ceremony also builds on the Memorandum of Understanding (MOU) signed in July 2024 during a visit by Shen Haixiong to LALIGA’s headquarters in Madrid, laying the foundation for closer cooperation between CMG and LALIGA.

Both LALIGA and CMG are committed to furthering football exchanges between Spain and China, fostering strategic collaborations that will elevate the sport and deepen cultural ties between the two nations.