LaLiga promotes Keegan Pierce to Managing Director

LaLiga strengthens its position in a key strategic market by opening its 11th international office in London in 2020.

LaLiga, Spain’s professional football league, has named Keegan Pierce as Managing Director for the United Kingdom and Ireland. The move is the latest in a series of steps by the organization to build strength its presence in the region, where it will open its 11th international office in 2020. LaLiga currently has 11 offices around the world, including the United States, Mexico, Belgium, South Africa, Nigeria, the United Arab Emirates, India, China (Shanghai and Beijing), and Singapore, as well as a network of 44 international delegates covering more than 90 countries.

Pierce’s new role demonstrates the importance of LaLiga’s overseas development strategy, which aims to increase the league’s brand value, top of mind awareness, and fan engagement in key markets around the world while also reinforcing the league’s presence in a global sport business hub like the United Kingdom.

LaLiga’s London office, led by Pierce and supported by LaLiga Global Network delegate Javier del Rio, serves as a link between key stakeholders in the UK and Ireland and the 42 clubs that comprise LaLiga Santander and LaLiga SmartBank. Pierce has overseen the league’s strategy in the UK and Ireland since opening the office in 2020, including the launch of LaLigaTV as a 24/7 linear offering and its distribution via Amazon Prime Video Channels.

Laliga now has more unique items

LaLiga’s London office also assisted in the formation of key sporting alliances, such as the new LaLiga Camps UK project and an innovative community partnership with Bloomsbury Football, a London-based grassroots organization, as well as the renewal of audiovisual rights with Premier Sports (acquired in late 2022 by Viaplay) and increased distribution across bars/pubs.

LaLiga’s UK operation has also been instrumental in assisting Spanish clubs with their international expansion strategies, as well as leading business development for LaLiga and its subsidiary LaLiga Tech, which recently established a global technology company driving the reinvention of sports and entertainment in a joint venture with multinational firm Globant.

Keegan Pierce Statement

“I am proud to continue leading our international outreach in this dynamic global market. LaLiga’s presence in London allows us to engage with fans in the United Kingdom and Ireland while also strengthening LaLiga’s relationships with key stakeholders worldwide. “We will keep working to raise our profile and add value to LaLiga and all of its clubs,” said Keegan Pierce.

“The UK and Ireland are critical strategic markets for both LaLiga and its clubs, and we are delighted to have Keegan Pierce take on this new role,” said Octavi Anoro, LaLiga’s International Director. “From a business standpoint, London is the world’s capital.”

leading media outlets, broadcasters, and sponsors. We are excited to build on Spanish football’s already strong reputation in the country where it was born.”

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