LaLiga North America, a joint media venture featuring La Liga and sports marketing firm Relevant, plan to invest $10 million over the next 3 years to build a media business in the U.S.

La Liga's TV deal in the states, currently held by BeIn Sports, will be up in 2 years.

“We want to help grow La Liga in the U.S. It’s the biggest market for La Liga outside of Spain already, and there is room for growth, especially leading into the World Cup in 2026," said LaLiga North America CEO Boris Gartner.

The company plan to produce 6 daily and weekly shows this year.

“There’s definitely a lot of value in the IP and the rights that LaLiga has. We’ll facilitate the access and relationships [with the league, teams and players] and have production partners who do that for a living execute on it," added Gartner.