How La Liga is building bridges with Saudi Arabia and regional partners

Maite Ventura, La Liga managing director for the Middle East and North Africa. (AN)
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Updated 06 May 2024
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How La Liga is building bridges with Saudi Arabia and regional partners

  • Managing Director for Middle East and Africa Maite Ventura spoke to Arab News about the recent Futures FC tournament in Riyadh and promoting the Spanish league’s brand and its clubs

DUBAI: On and off the pitch, La Liga’s ties with Saudi Arabian football are growing.

At the start of March, the La Liga FC Futures U14 tournament was held at the Mahd Sports Academy in Riyadh and won by Spanish club Villarreal.

The competition had been organized in partnership with the Kingdom’s Ministry of Sports and saw 12 teams taking part, including eight EA Sports La Liga teams — Barcelona, Cadiz, Atletico Madrid, Sevilla, Villarreal, Real Betis and Osasuna — as well AS Roma from Italy, Portugal’s SL Benfica, Olympique de Marseille ofFrance and Saudi Arabia’s own Mahd Academy.

Just last week, Barcelona-based Espanyol became the latest Spanish club to welcome a delegation of the Saudi Future Falcons program, with the team from the Kingdom beating the La Liga reserve team 3-2 at Dani Jarque Sports City.

There have been several other collaborations and Maite Ventura, La Liga managing director for the Middle East and North Africa, says more projects are set to come to fruition in the coming months and years — all part of La Liga’s mission to grow its brand.

“Our goal in the case of Saudi is about understanding that the popularity of La Liga and the popularity of football in Saudi is huge,” Ventura told Arab News at La Liga’s headquarters in Dubai. “I think more than 80 percent of the population follows football, so we wanted to be there. It's one of the main countries in the region, so for us was very important to be there.

“We not only want to be there with a small project,” she added. “We have many different projects there, with the General Entertainment Authority, with the Ministry of Sports, and (recently) we were celebrating FC Futures in Riyadh, which Villarreal won. We we want to know the countries in which we have fans of La Liga.”

Off the pitch, other ventures include the opening of themed bar and restaurant LaLiga TwentyNine and the world’s largest football museum, Legends, both in Riyadh in collaboration with Saudi events company SELA and the GEA.

“So, this is our mission there, it's about connecting with all of the fans, engaging with the main institutions there,” said Ventura. “We want to be present there, and we don’t want to be there just doing FC Futures, we want to be there for a long time, and we want to be there for our fans.”

When La Liga’s office in Dubai opened in 2014, it became its first ever outside Madrid, with an urgent brief to spread the Spanish league’s brand.

“Our president, Javier Tebas, understood that the limit was the population in Spain, so the only way to keep growing was to go beyond our borders.”

Dubai was seen as the ideal strategic location from which the operation would be carried out in the rest of the region.

“This is not only the 10-year anniversary of the Dubai office, but (of) the international expansion strategy,” said Ventura. “It’s been a long journey, but actually working in the MENA region, where football is the number one sport and where La Liga is the most consumed competition, it’s a pleasure.”

Regionally, Real Madrid and Barcelona have enjoyed huge support for decades in the Middle East, while others like Atletico Madrid, Athletic Bilbao and Valencia have accumulated big followings as well. La Liga’s mission is not just to promote its collective brand, but the individual clubs as well among Arabic-speaking audiences.

“We are doing this in different areas” said Ventura. “From a data perspective, we are working with around 12 clubs from La Liga, we are managing their Arabic social media accounts, we are putting weekly content plan for them to be connecting with their own fans.

“The clubs have understood as well that their fans are not only in Spain, in Valencia or Sevilla or Vigo, but they are in Cairo, Dubai or Jeddah,” she said. “So, this clicked in their heads, and in the last four to five years, the clubs have changed their strategy to go abroad and to connect with their fans. For us, we started with just three people back in 2013. And, right now, we are almost 20 people working only for the MENA region in eight different countries.”

Alongside its strategic projects in Saudi Arabia, La Liga also has representatives working in Qatar, Morocco, Egypt and Iraq.

“Right now we have three people fully based in Baghdad, because we have a very interesting project with the football association there,” said Ventura. “In at the end, our way of doing this is always to be on the ground, physically here, understanding who our fans are, how they consume our product, how they like it, and this allows us to understand and to have this market intelligence and to go to the clubs to let them understand how this works.

“Being in Morocco is not the same as being in Dubai or Baghdad, for example. Our mission is basically to increase the brand value and the value of the TV rights to reach other audiences, other profiles, and of course, to generate business opportunity for La Liga and the clubs.”

In 2022, La Liga and Dubai-based media multinational Galaxy Racer signed a 15-year joint venture to promote the league’s brand in the MENA region and Indian subcontinent.

“We are totally convinced that (for La Liga) to penetrate any market, we need to go hand-in-hand with a partner. It doesn’t matter if it’s a local authority, football federation, local league or a club. We are here to connect with the fans, to connect with the people that like football in each of the countries. So, it’s not like we are in Dubai, and we are managing everything from here. In the case of Iraq, we have a strategic agreement with the football association there. We are working with them to transform the local league, the Iraqi Stars League.”

The highest number of users from the region registered on La Liga’s app comes from Iraq, Ventura revealed, and technology and artificial intelligence are ways through which Spanish clubs will be reaching out to fans, as well as, in the cases of Sevilla and Deportivo Alaves to name two, to gain an advantage in the fields of scouting and recruitment of players.

“We (La Liga) have been working very hard in strengthening the brand of each of the clubs,” Ventura said. “Because the clubs are not just depending on their players — if one player leaves, the club has to keep being strong. So, of course, these are very important lessons that we have been working on now over the last 10 years. First it was international strategy, they understood this, and right now for example, they are working a lot in technology, and definitely AI is going to play a key role in La Liga, not only in this region, but worldwide in the coming years.

“Each of the clubs have their own approach,” said Ventura. “Some of them, they have very strong grassroots systems. Some of them are in involving themselves a lot in technology. Each of them are specializing in (ways) to enter into the market. It’s not the same from one club to another, and they understood this in the right way.”

Ventura expects more partnerships to be signed in 2024 and beyond.

“Last year, it was very important because we partnered with a Galaxy Racer,” she said. “In the MENA region, 50 percent of the population is less than 30 years old. We are very focused on connecting with the youngest generations, Millennials and Gen Z population mainly. So, that is why, from this season, we have started to produce a lot of local content. This means that here we are creating content in Arabic for our Arab fans. We have a very strong strategy right now. We just launched the first Arabic podcast from La Liga, it is called ‘Vamos La Liga’.”

She continued: “We were expecting big numbers, but the the feedback has been amazing. We had more than five million views on the second episode that was with (renowned journalist) Achraf Ben Ayad.”

Ventura says the episode was one of the most consumed pieces of content ever produced by La Liga’s global accounts.

“The experience has been amazing, and we will keep increasing the (amount) of local content, and we are working with a lot of content creators. We will have very big names coming to this podcast very soon,” she added. “We are very focused on the production of local content, and by that I mean everything will be in Arabic, and with people from the region. So the experience has been great.

“We are also doing documentaries, we are producing other type of programmes and everything will be rolled out in the coming months so it’s very exciting.”


UAE golden boy Yahya Alghassani hoping to pay it forward for country’s young footballers

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UAE golden boy Yahya Alghassani hoping to pay it forward for country’s young footballers

  • The Shabab Al-Ahli forward spoke to Arab News about captaining his country at the Arab Cup, childhood inspirations, challenges ahead and helping young Emirati talent blossom

DUBAI: On Nov. 6 this year, Omar Abdulrahman, the golden boy of Emirati football during the 2010s, announced his retirement at the age of 34, to little fanfare.

It was a somewhat sad end for one of the UAE’s great talents, one whose last five years as professional were ruined by injuries.

It may have taken a few years for the Whites to have a new hero on the pitch, but in Yahya Alghassani, 27, the UAE finally have one of their own to take the national team forward.

The Shabab Al-Ahli star recently captained the UAE in two matches at the 2025 FIFA Arab Cup in Qatar and is looking increasingly at ease as the face of Emirati football — on and off the pitch.

Alghassani has in recent years stepped up from being one of the UAE national team’s great hopes to being one of the senior players. With several nationalized foreign superstars vying for places in the squad, that is no mean feat.

Now he is paying it forward. In December, after the Arab Cup, Alghassani hosted a youth tournament to encourage more youngsters to take up a career in football, and indeed to find the country’s newest gem.

“When I was young we used to get a lot of opportunities to show off our talents,” he said at the launch of the Talent Cup at Dubai Police Club Stadium.

“But as the years went by, these opportunities decreased. The avenues to show off our talents decreased. Of course, there should be someone to help them show off (and) display their skills.”

“These kids need outlets for their energy, so instead of wasting it in the wrong places, they could release it via football,” Alghassani added.

“I know football, and I was raised in that environment, so I know what it means to them and what it means to get the same competitions to play in, to in the same way have someone discover their talents.

“All of what we’re doing is for the sake of the kids. In the end we need to give back everything to the society.”

For the more outstanding players present, Alghassani sees real opportunities to find a pathway into the professional game.

“In this competition, I insisted that there be scouts present, both from the local clubs and international ones, especial from the UK. Maybe in the summer they will have special trials for some of these best players, they will get opportunities to play there.”

“And the local coaches will be able to scout freely, I don’t interfere in these matters,” he said. “From my side, if I see a good player, a player who deserves to be in a local team, I will help him. All of us are here to help the local players.”

With the help of several entities, Alghassani’s work extends beyond the training pitch. “One of the things I like to be involved in is charity work.” he said.

“I now work with Al-Jalila Foundation, who provide me with a lot of support. I am also an ambassador for Dubai Sports Council, and I am proud to work with such government organizations.”

“There are companies like Red Bull and Whoop that support me personally, as well as Nike. They all help me and I in turn provide all my resources to help the kids so that they receive the highest level of training and get the best chance of being discovered.”

Alghassani remembers those who helped him become the player he is today. “I used to train at Al-Furjan before joining Al-Ahli (now Shabab Al-Ahli). I was 14 years old.

“To be honest, progress wasn’t easy, but there were a lot of opportunities to show your talent. Al-Furjan has somewhat disappeared now, so we are trying to bring it back. This is a positive thing for the community.”

He also credits his brothers for being an inspiration and regrets that they did not become professional footballers. “But I was lucky that God helped me to make it, so in the end I have to give back to the community. This is the most important thing for me.”

As Alghassani took his first steps in club football, his inspirations where two of the UAE’s most prominent members of the Golden Generation that blossomed under Emirati Mahdi Ali.

“Ali Mabkhout and Amoory (Omar Abdulrahman),” he said without hesitation.

“They were very passionate about their way of playing, their way of thinking, their way of being in the field. I was fortunate to play with them for a while, and I hope to play with them again. Especially Omar Abdulrahman.”

The former Al-Ain, Al-Jazira, Shabab Al-Ahli and Al-Wasl superstar may have officially retired, but Alghassani believes there could still be one final twist in his tale.

“Amoory is one of the talents you can’t deny, he is a very positive person on the team, and he likes to help the players around him,” he said. “I don’t think he is retired completely.

“There could still be a return on the cards, and I think he will be back soon, God willing.”

After his youth team stint at Al-Ahli, Alghassani signed with Abu Dhabi’s Al-Wahda Club in 2018, before moving back in January 2021 to current club Shabab Al-Ahli in Dubai, where his career overlapped with Abdulrahman’s. His international debut came a year later.

“You can’t describe the feeling of being in the national team,” Alghassani said. “Nothing else you do can compare to it, to represent your country and have all your people supporting you.

“I have been with the national team for a long time now. Honestly, the pressure is very high, it is not easy. But we have to embrace this pressure with pride because we are representing our nation.”

Alghassani is delighted to have the extra pressure of captaining the UAE national team. “If you are a professional football player and you don’t welcome the pressure with a smile, you won’t be able to continue.

“I always say that I have to welcome the stress and the pressure, because they are what keeps the player focused and calm at the same time.”

In the absence of goalkeeper Khalid Eissa, Alghassani assumed national captain duties for the Arab Cup matches against Algeria and Morocco. Emirati fans must have been proud to witness him give last-minute team talks as players went into a huddle seconds before kick-off.

“It is one of my duties,” he said.

“If I am the captain, I have to give these instructions. Of course these players have helped me a lot. They give me this platform to give them advice, and they accept my advice. We are all equal, there is no one leader on the pitch. We are all captains and everyone helps each other.”

After the UAE’s progress ended in the Arab Cup following a 1-0 loss to Morocco, the third-place play-off against Saudi Arabia was abandoned due to bad weather.

“We are thankful to God that we were awarded (joint) third place with the Saudi team,” Alghassani said.

“Honestly, I expected to do even better. It’s true no one expected us to reach this level, but personally I felt that we could reach a higher level. We have to see the Arab Cup as an experience. It will help us in the future.”

Despite not qualifying for the 2026 World Cup, Alghassani is already looking to some major challenges ahead. “We will now focus on this championship (AFC Asian Cup 2027 in Saudi Arabia),” he said.

“This is our sole focus now. Unfortunately, the World Cup is gone. It is a very important tournament for us, and I hope we will produce positive results.”

Alghassani has already scored in that competition — against Hong Kong in 2023. And if he needs any inspiration, he could cast his mind back to the 2015 AFC Asian Cup and the heroics his childhood heroes performed in Australia.

“I remember the penalty kick by Ismail Ahmed,” he said, recalling the winning spot-kick against Japan in a memorable semifinal in Sydney.

“His was the decisive penalty. I also remember Amoor’s ‘Panenka’ kick, I remember all of them. But when Ismail Ahmed scored I ran out of the house. I was happy. It was an indescribable feeling as a fan.”

A Panenka kick refers to a technique where the player chips the ball softly down the center of the goal, relying on the goalkeeper diving to one side, named after Czechoslovakia player Antonin Panenka who first used it to win the 1976 European Championship final.

After that 2015 Asian tournament, in which the UAE finished third, there was genuine interest in Abdulrahman and Mabkhout from European clubs, though a move never materialized for either.

Would Alghassani be willing to take that step? “Of course, I always welcome the idea of a professional career abroad,” he said confidently.

“It is always in my mind. I welcome any idea, but I have to respect my contract with Shabab Al-Ahli. If they need me, I will be there. And if they support a move abroad for me, I will go, why not. This is the dream of every professional player.”