LaLiga TwentyNine’s 

This week LaLiga TwentyNine’s was announced, a new sports bar concept that stands out in the world of entertainment and hospitality. 

Óscar Mayo, business, marketing and international development director at LaLiga, said: “LaLiga TwentyNine’s will mark a before and after in the world of entertainment. We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar.”

Together with partners like Barceló Hotel Group they have taken on a new commercial venture which goes further than any traditional sports bars have in the past by combining a full leisure experience with high-end tech. 

LaLiga TwentyNine’s will allow sports fans to experience a full range of sports competitions in a unique and interactive environment, with technology playing a key role. This is the first time that a sports competition has created a licensing model of this kind on a global scale, generating new opportunities for the industry.

Featuring different zones where customers will enjoy unique experiences, part of the space will be dedicated to gastronomy where the culinary experience will take centre stage. For those wishing to further push the boundaries of innovation and gastronomy, a space called B-eat Experience will also be available in certain sites. This premium area will combine unique gastronomic experiences with 360º projections. 

Visitors will be able to watch LaLiga matches and other major sporting events from international and local competitions, such as tennis, basketball, or baseball. There will also be a multipurpose stand that recreates the stands found in LaLiga stadiums, providing spectators with the sensation of being inside the ground itself, surrounded by other fans experiencing the emotion of live sport! 

The sites will also have a zone dedicated to eSports for gamers, a fan engagement area, a merchandising area and a ‘Beat Center’, where fans can learn more about LaLiga Santander and LaLiga SmartBank, buy LaLiga products or participate in contests and quizzes about the competition! 

All these different areas are designed to be flexible so that they can be built according to the local interests and needs of each territory. These spaces will be open 365 days a year and will provide exclusive offers to fans, helping them to make LaLiga TwentyNine’s a regular meeting point.

“This ambitious project represents LaLiga’s commitment to innovation in its international development and the creation of new business lines that add value to our clubs,” explained Óscar Mayo. “We are doing this hand in hand with strategic partners that have deep experience in the hospitality or restaurant sector to help take the concept of a traditional sports bar much further through unique user experiences.”

Through this project, LaLiga hopes to deepen fan engagement inside and outside of Spain, while expanding the international image of the competition as well as the LaLiga brand, going beyond football: It’s not football, It’s LaLiga.


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