LALIGA North America and Panini America renew their partnership for another edition of their US gaming challenge

November 14, 2023

LALIGA North America doubles-down on its strategy to engage with young and multicultural fans with their US gaming challenge on EA Sports FC 24

Panini America renew the partnership for a second year in a row as the main partner of the esports competition

New York, November 14, 2023 – LALIGA North America announced today the renewal of the partnership with Panini America, in which they will celebrate together, the fourth edition of the US gaming tournament on EA Sports FC 24 presented by Panini. This award-winning program will be full of enhanced features: more stars of LALIGA and American athletes participating, more prizing, Panini collectibles and an exciting final experience.

LALIGA and Panini America partnered on the most recent edition their US gaming tournament. Challenge, in which the program over delivered achieving record results in terms of reach, appeal and engagement. With the partnership between Panini America and LALIGA thousands of gamers will have the opportunity to play against celebrities, earn priceless collectibles, win prizes and experience once in a lifetime moments.

LALIGA North America, a joint venture between LALIGA and Relevent Sports, is committed to esports as a tool for audience growth in the United States. In its fourth year, the US gaming challenge presented by Panini brings together the collectibles brand, its variety of products, including its trading cards, NFT Blockchain platform, merchandise, and much more, with the world’s top soccer league. This extended and renewed partnership represents an opportunity for both sides to engage and attract new consumers and fans and further cements LALIGA and Panini’s ongoing commitment to engage with young, diverse, and multicultural audiences outside the 90 minutes of a soccer match.

In the Celebrity Challenges, gamers will have the opportunity to virtually meet celebrities made up of professional LALIGA players and/or American athletes. In the last editions, some of the celebrities who participated in the tournament included LALIGA players João Félix, Tecatito Corona, Luis Suárez, Diego Lainez, and Yunus Musah, as well as NFL players Garrett Wilson, and Aidan Hutchinson.

“With the US gaming challenge presented by Panini we have established a program that allows us to invest in a growth strategy focused on esports to reach a young and multicultural digitally minded audience and therefore, get closer to our fans through hands-on experiences such as this tournament,” said Patrick Lowe, Head of Partnerships of LALIGA North America.

“We are excited to renew our partnership with LALIGA North America for this program.  In our first year, we surpassed all expectations for engagement with soccer fans while integrating trading card collectors into the esports community.  We also look forward to delivering unique collectibles and experiences to fans with LALIGA’s continued growth in the U.S. market and through their upcoming Summer Tour Matches” said Jason Howarth, Senior Vice President of Marketing and Athlete Relations at Panini America.


About LALIGA North America

LALIGA North America is a joint venture between LALIGA and Relevent Sports that serves as the exclusive representation of LALIGA in the United States, Canada and Mexico for all commercial and development activities. The venture manages the media rights and commercial agreements on behalf of LALIGA and supports its growth in the region through consumer-related activities including content development, events and activations, marketing agreements, development of youth academies and coaches and exhibition tours.