(Football News) In Madrid, on June 5, 2023, LALIGA introduced its brand new identity and strategic positioning with the motto “The Power of our Fútbol.” This unveiling reaffirms LALIGA’s dedication to inspire and create a positive impact on society.
The rebranding signifies the significant transformation LALIGA has undergone in the past decade, both in terms of its scale and global prominence. It has evolved into the largest football ecosystem worldwide, boasting the most extensive international network among sports entities. With 11 offices and a network of delegates, LALIGA now operates in 41 countries. Over the past decade, it has experienced consistent growth across all areas and has firmly established itself as a renowned brand in national and international reputation rankings.
A new era dawns, driven by a clear purpose
LALIGA, a global brand with a diverse audience, embodies its fresh strategic positioning through the slogan “THE POWER OF OUR FÚTBOL.” This slogan emphasizes the pride of being associated with an organization capable of inspiring people and society. It represents the potential of fans, clubs, sponsors, and all stakeholders involved in LALIGA.
Ángel Fernández, Head of Global Brand & Strategy at LALIGA, expressed, “Over the past 10 years, we have assumed the responsibility of inspiring people through the positive values of our sport. This is consistently demonstrated through our clubs, fans, and the entire range of competitions and related activities within our ecosystem. The new brand symbolizes this change—the embodiment of ‘THE POWER OF OUR FÚTBOL’—which reaffirms the pride of being part of a competition that inspires us all and contributes to our personal and societal growth.”
New branding: Key features, logo, and color
In light of this context, LaLiga is now represented as LALIGA, with the entire name written in capital letters. This single-word format signifies “THE POWER OF OUR FÚTBOL” and underscores the league’s commitment to abiding by rules, promoting responsibility within society, and combating discrimination.
The new brand logo features the initials “LL.” This choice of logo reflects two significant moments on and off the pitch that capture the passion of football: the celebratory gestures of players forming the letter “L” with their bodies when scoring a goal, and fans forming an “L” with their arms to celebrate their team’s goals or achievements.
LALIGA’s new corporate color is coral (Pantone Red 032C), symbolizing the pride, passion, energy, and excitement associated with football.
Campaign and implementation
The new visual identity will have an impact on the 42 clubs comprising LALIGA, who will display the new logo on their kits. It will also reach over 185 million users across LALIGA’s digital platforms. Fans of the competition will be able to experience and enjoy the changes in stadiums, television broadcasts, digital spaces, and various other immersive experiences beyond the matches.
The upcoming LALIGA image campaign, set to launch in mid-June, will reflect this new strategic positioning and convey the message of “THE POWER OF OUR FÚTBOL.”
Through the inclusion of new strategic partners like EA Sports, LALIGA is establishing the foundation for revolutionizing the football experience starting from the 2023/2024 season. The goal is to bridge the gap between the physical and virtual worlds, enhance broadcasting quality, and maintain a steadfast commitment to grassroots football from both entities.
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