At the end of September La Liga (the body that oversees the Spanish professional football leagues) announced the global launch of a new chain of sports bars called “LaLiga Twentynine’s” (from the year the top flight was founded, 1929 precisely), the first three models of which will be inaugurated in the first quarter of 2021.
The concept, which has as its main objective the international growth of the La Liga brand, required over a year of design and was designed in such a way as to fully immerse the patrons in the setting of the championship matches: the entrance of the premises will simulate a tunnel leading from the changing rooms to the pitch, while the catering area will be divided into different thematic areas, with some stations that will faithfully reproduce the team benches while others will recreate the atmosphere of the stands of the most famous Spanish stadiums.
In addition, the patrons will find inside each venue some stands for the partners of the La Liga (such as Banco Santander and Budweiser, respectively naming partner and official beer of the tournament), a space reserved for historical relics of the great players of the past, an area dedicated to eSports edited by the videogame development company EA Sports and a room curated by Livescore (website specialized in live updating of matches) where it will be possible to consult the results and statistics of the various live matches on the big screens.
“LaLiga TwentyNine’s will mark a before and after in the world of entertainment” said Óscar Mayo, La Liga’s director of marketing and international development, “The idea is to combine entertainment, sports and Iberian gastronomy to offer fans and to fans something never seen before “.
The opening of 30 offices has been planned by 2028, mainly located in hotels, airports, shopping centers and theme parks and divided between Europe, Russia, North and Central America, the Middle East and North Africa (MENA): for these last two regions, LaLiga announced that it has entered into an exclusive partnership with Barcelò Hotel Group, a Spanish hotel chain that owns and manages over 250 hotels in 22 different countries.