Altava Scores LaLiga Content Partnership 

Singapore-based technology firm Altava has secured a key regional content partnership with LaLiga, Spain’s top flight football league.

Under the exclusive deal, Altava is all set to produce and distribute football inspired webtoons for fans in China, Japan, and South Korea. The goal is to create “mobile-first digital comic format optimised for vertical reading,” with weekly serialised episodes alongside potential short-form video adaptations.

The partnership will be a key tool in how LaLiga engaging young audiences in Asia through the digital formats they use daily,  entrenching its reach in highly competitive markets such as Japan, South Korea and China.

Ivan Codina, Managing Director of LALIGA in Southeast Asia, stated,  “Asia is one of the most dynamic and creative markets in the world for digital content. By working with ALTAVA, we are embracing a format that is deeply rooted in local culture and opening new ways for fans to experience LALIGA’s stories and stars. As the most followed football competition in the world, with more than 270 million followers globally, LALIGA continues to strengthen the digital ecosystem where, together with innovation and technology, it has become a global benchmark.”

Andrew Ku, CEO of ALTAVA, added, “LALIGA Webtoon introduces a new way for fans to engage with the league, one that feels relevant in today’s digital culture. Starting with the webtoon, ALTAVA will explore opportunities to expand across additional brand and fan touchpoints, allowing fans to experience LALIGA naturally in their everyday lives. Through this ecosystem of content and activations, ALTAVA aims to shape a new model of fan engagement for LALIGA.”

According to ASN data, media companies have invested US$43.3m+ (14.6%) in football sponsorships across Asia since Q323, making it the second largest sport to invest in, with a quarterly average investment of almost US$3.8m during this period. However, spends have dipped between US$375k and US$1.7m since Q125, and Q225’s forecast is similar at US$1.8m+. The three biggest markets for deals are Japan (54.1%), India (30.3%) and China (13.2%).