Coming to America? La Liga’s odd pursuit of a soccer match in Miami
By Taylor Laabs
La Liga’s plan to play a league game in the U.S. disregards players and domestic fans, but it seems inevitable nonetheless.
Summer exposure-building tournaments in mass markets like the United States and China have become big business for leagues and clubs around the world. The tournaments give them a new revenue stream, along with a pristine chance to build a new fanbase and boost apparel sales. They also happen during soccer’s summer offseason. Now, that might no longer be the case.
La Liga made waves last month when news leaked it was planning to place one game of the Liga season in the U.S. As part of the deal, La Liga had decided to partner with Relevent, the same entertainment group that markets the International Champions Cup, on a deal that promises at least one game on North American soil for the next 15 years.
The Daily Mail reports that La Liga president Javier Tebas signed the deal in haste as a way to “beat” the Premier League to the American soccer fan with a meaningful soccer match that wasn’t played during the summer break.
The news unsurprisingly generated confusion and criticism among Liga fans and players. Besides from the added travel, jet lag and variables that a cross-Atlantic trip would offer, the precedent of playing a consequential match of soccer in a place outside of Spain raised a lot of eyebrows, especially for club fans who might not have the funds or time to travel to a whole different country to watch their team play.
This seems like something La Liga saw the NFL doing with their now-annual Mexico and London games and thought they could replicate it with their own version.
On Tuesday, La Liga confirmed it’s requesting the Jan. 26 match between Girona and Barcelona to be played in Miami at the Hard Rock Stadium. The move makes sense for La Liga, MLS and even Barcelona, to an extent. La Liga and Barcelona get to grow their brands with the booming soccer audience found in America that has grown up on the FIFA video game and Premier League coverage.
The problem? The Association of Spanish Footballers says the players were never consulted on this venture and are none too happy with the move. Captains from all 20 clubs, including Barca’s Sergio Busquets, came together to denounce the move and even threatened to strike if the game went on as planned. The game makes less sense for the likes of Girona, a minnow in terms of revenue compared to the global brand that is Barcelona.
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But will the indignation of the players move the needle in the boardroom? It seems unlikely. Along with the enticing appeal of adding a new audience, La Liga executives also have to be salivating over the potential TV revenue and ticket revenues that this annual series could offer. Orlando City FC and David Beckham’s newly-founded “Club Internacional de Fútbol Miami” are presumably also in favor of the move.
Being able to entice local Miami fans with both a new club team and the appeal of powerhouse Barcelona has to be front of mind for both Relevent and MLS; it would be shocking if both parties didn’t do everything in their power to smooth out any difficulties the La Liga players and fanbase might throw their way.
It’s unfortunate to many purists, but there’s just too much money to be made. Yes, La Liga players and fans have a right to cause a scene, and they will, but even if they do strike, it seems hard to imagine the executives won’t get their way eventually.
La Liga definitely won’t be the last to disrupt their season schedule with a North American pitstop. The Premier League has already made significant inroads in the U.S. The same could be said about Seria A and their recent streaming partnership with ESPN+. The pursuit could even move past club-level as some media are reporting that the Champions League is looking to host a final in New York. If you’re a fan or player of Barcelona or Girona, you should absolutely be steaming mad. Unfortunately, the cries of the few will be drowned out by the many dings of the cash register. The current state of sports league decision-makers only cheer for one color: green.