European Football in US: SPORTEL Miami Insights
- European football leagues are strategically expanding their influence in the United States,as highlighted at the SPORTEL Miami conference.
- Nicolas Garcia Hemme, VP of Strategy & Business Development at LaLiga North America, detailed their partnership with Relevant Sports Group, a 15-year agreement established in 2018.
- Bundesliga International's Robin Austermann emphasized their 17-year collaboration with Relevant, calling it "the longest deal in DFL’s history." This partnership focuses on marketing,public relations,localized content,media rights,and regional sponsorship...
European football is making important strides in the US market, as revealed at SPORTEL Miami. LaLigaS North American venture, a key primary_keyword, generates roughly $10 million annually, showcasing the lucrative potential of strategic expansion. Bundesliga leverages localized content aimed at the US Hispanic population, a crucial secondary_keyword, understanding the diverse cultural nuances. Experts from OneFootball, LaLiga, and Bundesliga shed light on broadcast partnerships and fan engagement. The discussions highlighted how strategic approaches, including tailored content production for US audiences and close collaborations, are vital for growth. News Directory 3 would like to add that the leagues are eyeing regular season games in the US, alongside fostering brand equity through long-term strategies. Discover what’s next for these dynamic strategies.
european Football Leagues Making Gains in US Market
Updated May 27,2025
European football leagues are strategically expanding their influence in the United States,as highlighted at the SPORTEL Miami conference. Representatives from LaLiga North America, Bundesliga International, and OneFootball discussed their approaches to capturing the US market for European football leagues.
Nicolas Garcia Hemme, VP of Strategy & Business Development at LaLiga North America, detailed their partnership with Relevant Sports Group, a 15-year agreement established in 2018. This collaboration shifted LaLiga’s focus toward business-oriented strategies,resulting in meaningful media deals with ESPN in the US and SKY in Mexico. LaLiga’s content operation in Guadalajara, staffed by 20 individuals, produces content tailored for North American audiences. Garcia Hemme reported that this strategy has proven profitable since year three, generating approximately $10 million annually in commercial revenue, demonstrating the potential of strategic market expansion and the growing popularity of European football leagues.
Bundesliga International’s Robin Austermann emphasized their 17-year collaboration with Relevant, calling it “the longest deal in DFL’s history.” This partnership focuses on marketing,public relations,localized content,media rights,and regional sponsorship across the Americas. similar to LaLiga, Bundesliga has a content studio in Guadalajara, employing 10 people to produce content in both English and Spanish. Austermann noted that this approach allows them to connect with approximately 60 million US Hispanics and Latin American audiences by “talk[ing] through the lens of the americans.”
Both LaLiga and Bundesliga stressed the importance of understanding the nuances within different Hispanic communities, rather than treating them as a single group. They emphasized the need for authentic, culturally aware content, which necessitates having local teams with specific market knowledge.
Yannick Manuel ramcke, General Manager OTT at OneFootball, explained how his platform connects content creators with audiences, highlighting the importance of providing relevant content “24 hours a day, seven days a week.” He pointed out that while leagues dominate their home markets, the international marketplace is far more competitive, requiring a tailored approach.
Panelists outlined key strategies for growth, including close collaboration with broadcast partners like ESPN, partnerships with other sports leagues like the NFL, investment in local content creators, and organizing fan events to build connections with international supporters.They acknowledged the challenge of balancing short-term and long-term goals, notably when working with clubs focused on immediate sporting results. Austermann stated that they are “maximizing long-term revenues by building brand equity.”
somebody from Venezuela has nothing to do with somebody from Colombia.
The potential for regular season games in the US was also discussed,with Garcia indicating that LaLiga is “closer than ever” to making this happen,despite potential resistance from domestic fans. He emphasized the importance of ensuring domestic fans understand that “there’s other fans abroad that are as critically important as they are.”
what’s next
The European leagues plan to continue building brand equity in the US market through strategic partnerships, localized content, and fan engagement initiatives, with the potential for regular season games in the US on the horizon.