The Spanish top flight promises to deliver more entertainment and great quality matches in India

Viacom 18 has come up with great ideas for on-air programming and better features to improve the viewing problems for Indian fans, so Indian football fans will not have any trouble viewing their favorite La Liga matches.

They’ve created the campaign #whywatchanythingelse for this season in the hopes that fans will have the best experience possible while watching the game.

Jose Antonio Cachaza, the managing director of La Liga India, has promised Indian fans that the La Liga will deliver high-quality content throughout India and will be ready to form strong partnerships with Indian sports channels.

Antonio Cachaza commented, “With every new season of LaLiga, we work towards providing even better content and experience than before and we’re ecstatic to see the outcome of our effort in the love and support we get from audiences globally. It has been very rewarding to work with Viacom18 to continually increase accessibility for the existing and potential fan base here.”

Along with Cachaza, we also had Siddharth Sharma, Head of Content, TV & Digital, Viacom18 Sports. They discussed how viewership for La Liga has grown over the years and how India has played a significant role in this. Siddharth Sharma has promised Indian fans that they will be able to watch every match without any problems, including language barriers, he said “LaLiga reached over nine million fans through our network, and we want to build on this further with the launch of our dedicated sports channel Sports18. It will be our endeavour to take the league to a larger fan base across the country through our platforms.”

La Liga has always been the home of big players and clubs that dominated European football. In recent years, the league has gained 160 million social media followers, with fans watching matches in 20 different languages across 17 different platforms.

It has also become the only European league with a Tiktok account for its Chinese fans, as well as the launch of a self-developed OTT platform that will provide fans with LaLiga Santander and LaLiga SmartBank fixtures.

Cachaza also mentioned how Atletico de Madrid aids in football development, citing La Liga’s establishment of football schools in India and Girona’s visit to India for pre-season matches. This experience will benefit Indian football’s development in the coming years. With the U-17 FIFA World Cup approaching, India has a lot to look forward to in terms of football growth.

Few questions were asked by the journalist when the session ended.

Journalist: How has the departure of Lionel Messi and Cristiano Ronaldo affected La Liga viewership?

Antonio Cachaza: No, La Liga has seen many world-class players come here and play for different clubs, such as Ronaldinho, Ronaldo, Kaka, Raul and Figo, who later left but their views remained consistent, despite the fact that Cristiano Ronaldo and Lionel Messi have massive status in Europe, they are not bigger than clubs. Now, Lewandowski and Benzema are two of Barcelona and Real Madrid’s most popular players, so big players come and go, but it has no effect on viewership.

Journalist: Will there be more La Liga players coming to India to play or manage I-League or ISL teams in the future?

Antonio Cachaza:  Why not? La Liga is doing everything it can to help develop Indian football, and in recent years we have seen La Liga players play for ISL teams such as Luis Garcia, Diego Forlan, and Aaron Hughes, who have played for Atletico de Kolkata, Mumbai City, and Kerala Blasters, to name a few. And in future we will see more players coming to India.

Journalist: When Marc Muniesa joined Girona on loan and then it became permanent, many fans remembered him as a Stoke City player rather than the new Girona player making his La Liga debut? So, does this mean we’re still a long way behind the Premier League?

Cachaza: To be honest, even I cannot deny that the Premier League is currently far ahead of all others, and it is also regarded as the best league in Europe, with us ranking second. If I tell you how much views they make on match days, it’s six billion, while La Liga makes 900 million. So, their global impact is enormous, but we are also slowly getting there, and hopefully we will be able to go head-to-head against them in terms of marketing.

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