IE-FMRE Correspondent Series examines the Spanish football league’s business model

Javier Tebas made the opening remarks of the series before an audience comprised of foreign press correspondents, explaining the structure of LaLiga’s business model and its corporate strategy for competing on the global stage.

Miguel Otero, general director of the Forum for Renowned Spanish Brands, underscored football’s commercial capacity and the strength of the industry. "LaLiga enjoys excellent protection, not only in terms of sport, but also economically speaking. We only have to look at its international reach."  Gerardo Seeliger, IE Business School professor and expert in sports management, talked about the work done by LaLiga to become a business within an industry, and explained the current economic framework of Spain’s football sector. "Laliga has led the creation and professionalization of Spanish football. Now it is facing four new challenges: solvency, revenues, sustainability and bonds."

Javier Tebas began his address by talking about LaLiga’s efforts to build an international strategy. "The key lines of our strategy hinge on reducing debt, creating an international brand, and building on the quality of our product. In order to achieve that we have made a great deal of effort in terms of key issues such as economic control, without losing competitiveness. Now we are working on creating a global brand and on how to grow in that regard. LaLiga is now beginning to enjoy a position in the international arena."

The president of LaLiga also referred to the football industry and its current difficulties. “What we find at an international level is a clash between the football industry and the red tape of organizations like FIFA and UEFA. The directors of such organizations have not been capable of adapting to changes in the football industry, or the sport itself. They have not adapted to the industry’s new model of transparency and good governance. Those currently within the power structure are of no use when it comes to leading the shift toward transparency and credibility. It has to come from other positions and the leagues have a pivotal part to play in making it happen.”

The breakfast marked the start of a series of workshops for Spain-based foreign correspondents led by presidents and top managers from leading firms and Spanish brands. The main aim is to introduce the correspondents to leading Spanish brands that operate on an international level. LaLiga was the first guest organization in the series, organized by the Forum for Renowned Brands and IE Business School.