How La Liga is building bridges with Saudi Arabia and regional partners

Maite Ventura, La Liga managing director for the Middle East and North Africa. (AN)
Short Url
Updated 06 May 2024
Follow

How La Liga is building bridges with Saudi Arabia and regional partners

  • Managing Director for Middle East and Africa Maite Ventura spoke to Arab News about the recent Futures FC tournament in Riyadh and promoting the Spanish league’s brand and its clubs

DUBAI: On and off the pitch, La Liga’s ties with Saudi Arabian football are growing.

At the start of March, the La Liga FC Futures U14 tournament was held at the Mahd Sports Academy in Riyadh and won by Spanish club Villarreal.

The competition had been organized in partnership with the Kingdom’s Ministry of Sports and saw 12 teams taking part, including eight EA Sports La Liga teams — Barcelona, Cadiz, Atletico Madrid, Sevilla, Villarreal, Real Betis and Osasuna — as well AS Roma from Italy, Portugal’s SL Benfica, Olympique de Marseille ofFrance and Saudi Arabia’s own Mahd Academy.

Just last week, Barcelona-based Espanyol became the latest Spanish club to welcome a delegation of the Saudi Future Falcons program, with the team from the Kingdom beating the La Liga reserve team 3-2 at Dani Jarque Sports City.

There have been several other collaborations and Maite Ventura, La Liga managing director for the Middle East and North Africa, says more projects are set to come to fruition in the coming months and years — all part of La Liga’s mission to grow its brand.

“Our goal in the case of Saudi is about understanding that the popularity of La Liga and the popularity of football in Saudi is huge,” Ventura told Arab News at La Liga’s headquarters in Dubai. “I think more than 80 percent of the population follows football, so we wanted to be there. It's one of the main countries in the region, so for us was very important to be there.

“We not only want to be there with a small project,” she added. “We have many different projects there, with the General Entertainment Authority, with the Ministry of Sports, and (recently) we were celebrating FC Futures in Riyadh, which Villarreal won. We we want to know the countries in which we have fans of La Liga.”

Off the pitch, other ventures include the opening of themed bar and restaurant LaLiga TwentyNine and the world’s largest football museum, Legends, both in Riyadh in collaboration with Saudi events company SELA and the GEA.

“So, this is our mission there, it's about connecting with all of the fans, engaging with the main institutions there,” said Ventura. “We want to be present there, and we don’t want to be there just doing FC Futures, we want to be there for a long time, and we want to be there for our fans.”

When La Liga’s office in Dubai opened in 2014, it became its first ever outside Madrid, with an urgent brief to spread the Spanish league’s brand.

“Our president, Javier Tebas, understood that the limit was the population in Spain, so the only way to keep growing was to go beyond our borders.”

Dubai was seen as the ideal strategic location from which the operation would be carried out in the rest of the region.

“This is not only the 10-year anniversary of the Dubai office, but (of) the international expansion strategy,” said Ventura. “It’s been a long journey, but actually working in the MENA region, where football is the number one sport and where La Liga is the most consumed competition, it’s a pleasure.”

Regionally, Real Madrid and Barcelona have enjoyed huge support for decades in the Middle East, while others like Atletico Madrid, Athletic Bilbao and Valencia have accumulated big followings as well. La Liga’s mission is not just to promote its collective brand, but the individual clubs as well among Arabic-speaking audiences.

“We are doing this in different areas” said Ventura. “From a data perspective, we are working with around 12 clubs from La Liga, we are managing their Arabic social media accounts, we are putting weekly content plan for them to be connecting with their own fans.

“The clubs have understood as well that their fans are not only in Spain, in Valencia or Sevilla or Vigo, but they are in Cairo, Dubai or Jeddah,” she said. “So, this clicked in their heads, and in the last four to five years, the clubs have changed their strategy to go abroad and to connect with their fans. For us, we started with just three people back in 2013. And, right now, we are almost 20 people working only for the MENA region in eight different countries.”

Alongside its strategic projects in Saudi Arabia, La Liga also has representatives working in Qatar, Morocco, Egypt and Iraq.

“Right now we have three people fully based in Baghdad, because we have a very interesting project with the football association there,” said Ventura. “In at the end, our way of doing this is always to be on the ground, physically here, understanding who our fans are, how they consume our product, how they like it, and this allows us to understand and to have this market intelligence and to go to the clubs to let them understand how this works.

“Being in Morocco is not the same as being in Dubai or Baghdad, for example. Our mission is basically to increase the brand value and the value of the TV rights to reach other audiences, other profiles, and of course, to generate business opportunity for La Liga and the clubs.”

In 2022, La Liga and Dubai-based media multinational Galaxy Racer signed a 15-year joint venture to promote the league’s brand in the MENA region and Indian subcontinent.

“We are totally convinced that (for La Liga) to penetrate any market, we need to go hand-in-hand with a partner. It doesn’t matter if it’s a local authority, football federation, local league or a club. We are here to connect with the fans, to connect with the people that like football in each of the countries. So, it’s not like we are in Dubai, and we are managing everything from here. In the case of Iraq, we have a strategic agreement with the football association there. We are working with them to transform the local league, the Iraqi Stars League.”

The highest number of users from the region registered on La Liga’s app comes from Iraq, Ventura revealed, and technology and artificial intelligence are ways through which Spanish clubs will be reaching out to fans, as well as, in the cases of Sevilla and Deportivo Alaves to name two, to gain an advantage in the fields of scouting and recruitment of players.

“We (La Liga) have been working very hard in strengthening the brand of each of the clubs,” Ventura said. “Because the clubs are not just depending on their players — if one player leaves, the club has to keep being strong. So, of course, these are very important lessons that we have been working on now over the last 10 years. First it was international strategy, they understood this, and right now for example, they are working a lot in technology, and definitely AI is going to play a key role in La Liga, not only in this region, but worldwide in the coming years.

“Each of the clubs have their own approach,” said Ventura. “Some of them, they have very strong grassroots systems. Some of them are in involving themselves a lot in technology. Each of them are specializing in (ways) to enter into the market. It’s not the same from one club to another, and they understood this in the right way.”

Ventura expects more partnerships to be signed in 2024 and beyond.

“Last year, it was very important because we partnered with a Galaxy Racer,” she said. “In the MENA region, 50 percent of the population is less than 30 years old. We are very focused on connecting with the youngest generations, Millennials and Gen Z population mainly. So, that is why, from this season, we have started to produce a lot of local content. This means that here we are creating content in Arabic for our Arab fans. We have a very strong strategy right now. We just launched the first Arabic podcast from La Liga, it is called ‘Vamos La Liga’.”

She continued: “We were expecting big numbers, but the the feedback has been amazing. We had more than five million views on the second episode that was with (renowned journalist) Achraf Ben Ayad.”

Ventura says the episode was one of the most consumed pieces of content ever produced by La Liga’s global accounts.

“The experience has been amazing, and we will keep increasing the (amount) of local content, and we are working with a lot of content creators. We will have very big names coming to this podcast very soon,” she added. “We are very focused on the production of local content, and by that I mean everything will be in Arabic, and with people from the region. So the experience has been great.

“We are also doing documentaries, we are producing other type of programmes and everything will be rolled out in the coming months so it’s very exciting.”


Usyk beats Fury in Riyadh showdown to become undisputed heavyweight champion

Updated 19 May 2024
Follow

Usyk beats Fury in Riyadh showdown to become undisputed heavyweight champion

  • Joins likes of Muhammad Ali, Joe Louis and Mike Tyson as undisputed heavyweight champion
  • Britain's Fury says he believes he won fight but lost in scoring, looks forward to a rematch

RIYADH: Oleksandr Usyk beat Tyson Fury by split decision to win the world’s first undisputed heavyweight championship in 25 years on Sunday, an unprecedented feat in boxing’s four-belt era.

Britain’s Fury was the early aggressor but Usyk gradually took charge and the “Gypsy King” was saved by the bell in the ninth round before slumping to his first career defeat.

Ukraine’s Usyk joins the likes of Muhammad Ali, Joe Louis and Mike Tyson as undisputed heavyweight champion, the first since boxing recognized four major belts in the 2000s.

Britain’s Lennox Lewis was the last man to unify the heavyweight belts — three at the time — after beating Evander Holyfield in 1999.

With the win, the still-undefeated former undisputed cruiserweight champion can legitimately claim to be the best of this era, although a rematch expected in October could provide another twist.

“It is a big opportunity for me, for my family, for my country,” said Usyk, 37, who briefly served as a soldier after the Russian invasion.
“It’s a great time, a great day,” he said, adding that he was “ready for a rematch.”
Fury called it a “fantastic fight with Oleksandr.”
“I believe I won that fight, I believe he won a few of the rounds, but I won the majority of them,” he said.
“You know his country is at war, so people are siding with the country at war but make no mistake, I won that fight in my opinion and I will be back.”

Two judges scored it for Usyk by scores of 115-112 and 114-113 while the third gave it to Fury 114-113. The victory extended Usyk’s professional record to 22-0. After his first loss, Fury stands at 34-1-1.
Usyk, who adds Fury’s WBC belt to his IBF, WBA and WBO titles, looks set to go down as one of the greats after dominating at amateur, cruiserweight and now the top division.
A fired-up Fury came running out of his corner to start the fight and the 6ft 9ins man (2.06m) man was quickly into his rhythm, keeping the shorter Usyk back with his jab and playing to the crowd.
Usyk got inside with some quick combinations while Fury landed some heavy body shots. By round four, the Mancunian was taunting his ever-advancing opponent and showboating, guard down.
Usyk called two low shots in round five and got caught with a left hook as Fury continued to look comfortable, landing a telling uppercut in the following round and bobbing and weaving to stay out of range.

But the Ukrainian tagged Fury with two clean lefts in the seventh and landed a punishing hook that dazed the “Gypsy King” in the eighth.
By the next round, a relentless Usyk barrage had Fury in serious trouble and the wobbling, bleeding Mancunian took a standing count before being saved by the bell.

Fury recovered his poise and with the match in the balance heading into the final round, both fighters were finding the target.

Usyk's promoter Alex Krassyuk believed that the Ukrainian was denied a knock-out victory when the referee stepped in as Fury looked about to hit the deck in round nine.
“I believe the referee saved Tyson from a knock-out and stole the ninth-round knock-out, which should have happened,” Krassyuk said.

Wladimir Klitschko was among the legends watching along with Saudi-based football stars Cristiano Ronaldo and Neymar, who like boxing are grateful beneficiaries of Saudi Arabia's lavish push into sports.
Riyadh’s newly built, 22,000-capacity Kingdom Arena was packed when Usyk strode out for his ringwalk at 1:30 am (2230 GMT) wearing a green cossack coat and fur hat.

Fury followed, dancing to Barry White and Bonny Tyler’s “Holding out for a Hero” in a green sleeveless jacket and back-to-front baseball cap.
It set the stage for a clash of two fighters with impeccable pedigrees and very different approaches to the sport.
Fury has had a rollercoaster career, with lows including a two-year, backdated drug ban and struggles with alcohol, cocaine and depression.

Fury had shed 15lb from his last outing when, sluggish and out of shape, he was knocked down by ex-MMA fighter Francis Ngannou en route to a split decision in October.
Usyk, by contrast, has been the model of consistency with a career that was always on the rise.
The 37-year-old from Simferopol in Crimea put together an outstanding amateur record, winning European and world titles and Olympic gold in 2012.
After turning pro, he unified the cruiserweight belts in 15 fights before moving up to heavyweight, where he took three belts from Anthony Joshua in 2021 and won their rematch the following year.


Usyk in tears for late father after historic heavyweight win

Updated 54 min 5 sec ago
Follow

Usyk in tears for late father after historic heavyweight win

  • Promoter Alex Krassyuk believed that Usyk was denied a knock-out victory when the referee stepped in as Fury looked about to hit the deck in round nine

RIYADH: An emotional Oleksandr Usyk shed tears for his late father after crowning a brilliant career by becoming boxing’s first four-belt undisputed heavyweight world champion on Sunday.

The 37-year-old Ukrainian won a split decision against Britain’s Tyson Fury in Riyadh in the first heavyweight unification fight since 1999.

The former European and world amateur champion, Olympic gold medallist and undisputed cruiserweight champ — still undefeated as a professional — now adds the ultimate boxing crown.

Afterwards Usyk, who needed four stitches to a cut above his right eye, and who was headed to hospital for a scan of his jaw, remembered his father, who died shortly after his Olympic victory in 2012.

“I miss my father,” he said, wiping his tears with his T-shirt. “I know he’s here.”

Usyk has missed children’s birthdays and even the birth of his daughter during his eight-month camp for the Fury fight, originally scheduled for February before the Briton suffered a cut in training.

His promoter Alex Krassyuk believed that Usyk was denied a knock-out victory when the referee stepped in as Fury looked about to hit the deck in round nine.

“I believe the referee saved Tyson from a knock-out and stole the ninth-round knock-out, which should have happened,” Krassyuk said.

But Usyk said: “No knock-out, no problem.”

“I don’t think about it because we had a win.”


Usyk beats Fury in Riyadh ‘Ring Of Fire’ showdown to become undisputed world heavyweight boxing champion

Updated 19 May 2024
Follow

Usyk beats Fury in Riyadh ‘Ring Of Fire’ showdown to become undisputed world heavyweight boxing champion

  • Joins the likes of Muhammad Ali, Joe Louis and Mike Tyson as undisputed heavyweight champion
  • Two judges scored it for Usyk 115-112 and 114-113 while the third gave it to Fury 114-113
  • Britain's Fury says he believed he won the fight but lost in the scoring, looks forward to a rematch

RIYADH: Oleksandr Usyk beat Tyson Fury by split decision to win the world’s first undisputed heavyweight championship in 25 years on Sunday, an unprecedented feat in boxing’s four-belt era.

Britain’s Fury was the early aggressor but Usyk gradually took charge and the “Gypsy King” was saved by the bell in the ninth round before slumping to his first career defeat.
Ukraine’s Usyk joins the likes of Muhammad Ali, Joe Louis and Mike Tyson as undisputed heavyweight champion, the first since boxing recognized four major belts in the 2000s.

Britain’s Lennox Lewis was the last man to unify the heavyweight belts — three at the time — after beating Evander Holyfield in 1999.

With the win, the still-undefeated former undisputed cruiserweight champion can legitimately claim to be the best of this era, although a rematch expected in October could provide another twist.

Tyson Fury came out aggressively but a fired up Usyk gradually took charge and the “Gypsy King” was saved by the bell in the ninth round before slumping to his first career defeat. (AN photo by Abdulrahman bin Shalhoub)

“It is a big opportunity for me, for my family, for my country,” said Usyk, 37, who briefly served as a soldier after the Russian invasion.
“It’s a great time, a great day,” he said, adding that he was “ready for a rematch.”
Fury called it a “fantastic fight with Oleksandr.”
“I believe I won that fight, I believe he won a few of the rounds, but I won the majority of them,” he said.
“You know his country is at war, so people are siding with the country at war but make no mistake, I won that fight in my opinion and I will be back.”

Tyson Fury, left, believes he won most of the rounds against his Ukrainian opponent. (AN photo by Abdulrahman bin Shalhoub)

Two judges scored it for Usyk by scores of 115-112 and 114-113 while the third gave it to Fury 114-113. The victory extended Usyk’s professional record to 22-0. After his first loss, Fury stands at 34-1-1.
Usyk, who adds Fury’s WBC belt to his IBF, WBA and WBO titles, looks set to go down as one of the greats after dominating at amateur, cruiserweight and now the top division.
A fired-up Fury came running out of his corner to start the fight and the 6ft 9ins man (2.06m) man was quickly into his rhythm, keeping the shorter Usyk back with his jab and playing to the crowd.
Usyk got inside with some quick combinations while Fury landed some heavy body shots. By round four, the Mancunian was taunting his ever-advancing opponent and showboating, guard down.
Usyk called two low shots in round five and got caught with a left hook as Fury continued to look comfortable, landing a telling uppercut in the following round and bobbing and weaving to stay out of range.

A fired-up Fury came running out of his corner to start the fight, keeping the shorter Usyk back with his jab. (AN photo by Abdulrahman bin Shalhoub)

But the Ukrainian tagged Fury with two clean lefts in the seventh and landed a punishing hook that dazed the “Gypsy King” in the eighth.
By the next round, a relentless Usyk barrage had Fury in serious trouble and the wobbling, bleeding Mancunian took a standing count before being saved by the bell.

Tyson Fury receives medical attention during his fight against Oleksandr Usyk Action. (Action Images via Reuters)

Fury recovered his poise and with the match in the balance heading into the final round, both fighters were finding the target.

Usyk's promoter Alex Krassyuk believed that the Ukrainian was denied a knock-out victory when the referee stepped in as Fury looked about to hit the deck in round nine.
“I believe the referee saved Tyson from a knock-out and stole the ninth-round knock-out, which should have happened,” Krassyuk said.

Wladimir Klitschko was among the legends watching along with Saudi-based football stars Cristiano Ronaldo and Neymar, who like boxing are grateful beneficiaries of Saudi Arabia's lavish push into sports.
Riyadh’s newly built, 22,000-capacity Kingdom Arena was packed when Usyk strode out for his ringwalk at 1:30 am (2230 GMT) wearing a green cossack coat and fur hat.

Ukraine's Oleksandr Usyk entered the packed Kingdom Arena wearing a green cossack coat and fur hat. (Reuters)

Fury followed, dancing to Barry White and Bonny Tyler’s “Holding out for a Hero” in a green sleeveless jacket and back-to-front baseball cap.
It set the stage for a clash of two fighters with impeccable pedigrees and very different approaches to the sport.
Fury has had a rollercoaster career, with lows including a two-year, backdated drug ban and struggles with alcohol, cocaine and depression.

Tyson Fury entered the packed Kingdom Arena full of confidence, not knowing what was in store for him. (Reuters)

Fury had shed 15lb from his last outing when, sluggish and out of shape, he was knocked down by ex-MMA fighter Francis Ngannou en route to a split decision in October.
Usyk, by contrast, has been the model of consistency with a career that was always on the rise.
The 37-year-old from Simferopol in Crimea put together an outstanding amateur record, winning European and world titles and Olympic gold in 2012.
After turning pro, he unified the cruiserweight belts in 15 fights before moving up to heavyweight, where he took three belts from Anthony Joshua in 2021 and won their rematch the following year.
 


Swiatek demolishes Sabalenka to win third Rome title

Updated 18 May 2024
Follow

Swiatek demolishes Sabalenka to win third Rome title

  • She became the first woman since Serena Williams in 2013 to win at Madrid and Rome in the same season
  • She will next defend her French Open crown later this month

ROME: Iga Swiatek won the Rome Open on Saturday after sweeping aside Aryna Sabalenka 6-2, 6-3 in the final to claim her third Foro Italico title.

World number one Swiatek comfortably prevailed against second-ranked Sabalenka in the last major tournament before she defends her French Open crown.
In front of a packed center court crowd Swiatek won her 12th successive match on clay and became the first woman since Serena Williams in 2013 to win at Madrid and Rome in the same season.
Swiatek will be red-hot favorite to win her fourth title, and third in a row, at Roland Garros which starts later this month after besting Belarusian Sabalenka as she did at the recent Madrid final.
“Another final, another great battle. After Madrid I knew it wasn’t going to be easy, it can always go both ways,” said Swiatek on court.
“We’ll see about that Roland Garros final!“
The Pole took her winning record over Sabalenka to 8-3 in another hugely impressive display from what has been an almost flawless tournament from the four-time Grand Slam champion, who didn’t drop a single set on her way to another championship victory.
Saturday’s match was less dramatic than Madrid’s three-set thriller as Sabalenka, who has won the two most recent Australian Opens, gave herself too much to do.
Swiatek took the opening set in just 36 minutes in a clinical display of tennis against Sabalenka, who has said repeatedly that Rome is her dream tournament to win.
Going into Saturday’s final Swiatek had won 97 percent of her matches in which she went one set ahead since the start of 2022 and Sabalenka didn’t help her cause by wasting seven break points over two games in the second set.
After Swiatek broke Sabalenka’s serve in game seven it was only a matter of time before she closed out the match and championship.
“I would say the first set I didn’t play well at all. I wasn’t, I don’t know, feeling my game well,” Sabalenka told reporters.
“In the second set I just tried to stay a little bit more aggressive... I just tried to put her a little bit under pressure.
“I had couple of opportunities to break her serve. Probably if I would take that opportunity, the match would go differently. I didn’t use it, so it is how it is.”
On Sunday Alexander Zverev bids to win his second Rome title when he faces Nicolas Jarry in the men’s final.
Zverev is in his 11th Masters final, equalling Boris Becker’s record for the most by a German since the series began in 1990.
 


Leverkusen become first team to complete Bundesliga season unbeaten

Updated 18 May 2024
Follow

Leverkusen become first team to complete Bundesliga season unbeaten

  • Cologne were relegated after a 4-1 loss at Heidenheim
  • Union Berlin scored in stoppage time against Freiburg to win 2-1 and beat the drop

LEVERKUSEN, Germany: Bayer Leverkusen on Saturday became the first team in Bundesliga history to go through an entire season unbeaten after a 2-1 home win against Augsburg extended their undefeated streak in all competitions to 51 games.
Crowned champions for the first time in April, goals from Victor Boniface and Robert Andrich put Leverkusen — who play the Europa League final against Atalanta and the German Cup final this week — on course for victory.
“Totally deserved. It was our goal after winning the title against Bremen. Very proud of the team — very satisfied and very happy,” said Leverkusen coach Xabi Alonso.
“We can enjoy it just a little bit — and recover tomorrow.”
Elsewhere on the final day of the league campaign, Cologne were relegated after a 4-1 loss at Heidenheim.
Union Berlin scored in stoppage time against Freiburg to win 2-1 and beat the drop, leapfrogging Bochum who will play a two-legged relegation play-off against second-division Fortuna Duesseldorf after losing 4-1 at Werder Bremen.
Leverkusen took the lead after 12 minutes when Amine Adli forced Augsburg goalkeeper Tomas Koubek into an error, winning possession before squaring for Boniface to tap in from close range.
Midfield star Andrich doubled Leverkusen’s lead, backheeling in a rebound after 27 minutes.
Augsburg teenager Mert Komor pulled one back on his first start for the visitors with a stunning strike on the 62nd-minute mark, but Leverkusen held on to win ahead of what could be a historic week.
At the other end of the table, Union — who were playing in the Champions League against the likes of Real Madrid as recently as December — were locked 1-1 at home to Freiburg in stoppage time and headed for a relegation playoff clash with Duesseldorf.
Union had been reduced to 10 men when Michael Gspurning was red carded with four minutes remaining but won a penalty just into stoppage time.
Kevin Volland missed the spotkick but Janik Haberer was there to turn in the rebound and save Berlin.
Bochum, who looked to have secured top-division football with a 4-3 win at Union Berlin two weeks ago, will now need to beat Duesseldorf in a home and away playoff.
The loser will join relegated Cologne and Darmstadt in the second division.
Serhou Guirassy scored a brace as Stuttgart won 4-0 at home against Borussia Moenchengladbach, leapfrogging Bayern Munich, who lost 4-2 to a Andrej Kramaric-inspired Hoffenheim, into second spot.
Despite being without the injured Harry Kane, Bayern were 2-0 up after just six minutes thanks to goals from Mathys Tel and Alphonso Davies.
Maximilian Beier, selected as part of Germany’s Euros squad on Thursday, cut the deficit two minutes later, capitalizing on an error by goalkeeper Manuel Neuer to make it 2-1.
Kramaric then scored three goals in 20 minutes to turn the match on its head.
Bayern finished outside the top two for the first time since 2010-11.
“We made a series of a large, individual mistakes and gave the game away. We brought the opponent into the game, defended absolutely inadequately and gave up a 2-0 lead,” outgoing manager Thomas Tuchel said.
“This has happened to us far too often.”
Borussia Dortmund veteran Marco Reus signed off in impressive style in his last home match, scoring a goal and laying on another in a 4-0 win over Darmstadt.
In Dortmund’s last competitive outing before June’s Champions League final with Real Madrid at Wembley, Reus set up Ian Maatsen for the opener after 30 minutes, then added one of his own from a free kick eight minutes later.
Julian Brandt and Donyell Malen added second-half goals to seal the win.
Eintracht Frankfurt came from two goals down to draw 2-2 at home with RB Leipzig, while Mainz came from behind to win 3-1 at Wolfsburg.