From the grass to the amusement park: LaLiga follows the path of Disney, the NBA and Ferrari

LaLiga has fascinated millions of people.

Not only in Spain, but in a good part of the planet.

Specifically, 115 million.

Because, you know, soccer is one of the most important attractions on the planet.

"It is not a matter of life and death, it is much more than that," said

in his day

, that mythical Liverpool coach, about this sport.

So, so that whoever wants to can continue to experience the competition without rest, and even do it more thoroughly, LaLiga and PortAventura World have created an entertainment project in the famous amusement park: The Beat Challenge.

A new experience that will take its first steps next season (2021/22) and will allow the passionate soccer fan to find a corner of his great hobby.

What better attraction for an amusement park.

«In July of last year PortAventura contacted us, which was studying options to give added value to the park.

The feeling was instantaneous.

A year later, we can announce a project that has many years to go, ”

, LaLiga's Director of Business, Marketing and International Development and one of Javier Tebas's strong men,

tells this newspaper

.

"This is one more step to bring LaLiga closer and, beyond the 90 minutes of the game, create emotions and entertainment in different contexts", he adds about this joint venture (joint venture in the world of marketing), which has

working for months in its development.

The planned initial investment will exceed

euros, which will come out of PortAventura World's pocket.

LaLiga will sign a license agreement for the use of its brand and an app, as the start of this digital experience, which will be valid for

and will be developed exclusively in Europe.

It will be a project in three phases.

The first, starting next season, will require 10 million and will allow the development of the user's digital experience both in the park and outside it, as well as visiting a themed restaurant within the facilities.

There you will not only enjoy the best gastronomy, you can also discover new challenges.

Virtual image of 'The Best Challenge' project.

For the second step, around 40 million will be needed.

With them, a new themed attraction will be designed and launched.

«We didn't want to do something as traditional as a park with a roller coaster called El Clásico, the derby ... No. We wanted to change the experience of the LaLiga fan who comes to PortAventura.

And hence this project ", continues Óscar Mayo, who highlights the confidence shown by his partner, in an economic situation as complicated as the current one:" It is an important investment between two Spanish companies that come together to export the model.

And all, at a difficult time due to the economic situation generated by the pandemic.

There are interests of six countries in the world to export this idea and that start will be key to global positioning.

Hundreds of jobs

The icing on the cake will come with the creation of LaLiga's own theme park within the PortAventura World resort itself and will involve an investment of 100 million.

The more than five million annual visitors to the venue will be able to enjoy a large exclusive space, in the style of what

, the Italian Formula 1 team, did with the Ferrari Land, which opened there in 2017. However, in this In this case, the objective is to influence the technological, digital and audiovisual experience of the user.

«We are in the design and project phase.

But the most important thing is that a Spanish company, with important investment funds behind it, and in a moment of crisis, has decidedly bet on LaLiga and they have not hesitated, despite the current moment.

It is a medium and long-term project and they have not stopped the significant investment that is going to be made, ”Mayo insists.

Virtual image of 'The Best Challenge' project.

Both the

, with its NBA Cafes, and

, with its famous Disney World parks, in Europe and the United States, have served, in part, as inspiration to launch this new idea.

A new concept that goes beyond the pure spectacle of football matches, bringing the emotion of that ecosystem that is experienced when the ball rolls on the pitch of a stadium.

Logically, the evolution of this The Beat Challenge, a name derived from the beat that LaLiga implemented in its logo, will also lead to hundreds of jobs.

And, as that one would say (some speak of Sacchi and others of Valdano): "Soccer is the most important of the least important things."

According to the criteria of The Trust Project

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