LaLiga has launched ‘United Streets of LaLiga’, a worldwide urban artwork campaign to commission unique football-inspired murals in cities across the globe – including renowned London street art hotspot, Stockwell Hall of Fame to celebrate LaLiga’s return.
Urban artists from five continents and 12 separate locations were given license to bring to life the passion and excitement of LaLiga fans across the world and create unique pieces of urban artwork for fans to experience in person and share online.
The end result is a colourful array of bespoke artworks that blend colloquial characteristics and iconic LaLiga symbolism, while bringing to life the raw emotions embodied by the campaign #BacktoWin (in Spanish, #VolverEsGanar) The #BackToWin campaign has been launched by LaLiga and its Spanish broadcast partner Movistar celebrate the importance of bringing back professional football for a series of stakeholders across society: including clubs, fans and the wider sports industry.
The locations for LaLiga’s eye-catching artwork include 12 cities across five continents: Mexico City (Mexico), Sao Paulo (Brazil), Bogotá (Colombia), Hong Kong (Hong Kong), Bali (Indonesia), Ho Chi Minh City(Vietnam), London (UK), Paris (France), Copenhagen (Denmark), Lagos (Nigeria), Dar Es Salam (Tanzania) and Kabul (Afghanistan).
This initiative is part of more than 100 global activations that the league has organised to mark the return of LaLiga. Among them, exhibitions of LaLiga club shirts are on display above the streets of Madrid, Seville and Bilbao, while an emotive video along with fan images is being projected onto some of Spain’s most famous attractions, including Madrid’s Puerta del Sol and the City of Arts and Sciences complex in Valencia.
Óscar Mayo, LaLiga’s Head of Revenue, Marketing, and International Development said: “After 92 days without official matches we are delighted that football is returning. The fact that LaLiga is back means so much to everyone who loves football, and to celebrate we wanted to capture that raw emotion with our ‘United Streets of LaLiga’ campaign. From Lagos to London and Bali to Bogota, our artists have brought to life the excitement of fans for the return of LaLiga and along with fans across the world we can’t wait for Spanish football to restart.”
Javier del Río, LaLiga Global Network delegate, added: “LaLiga knows the power of football to bring joy to millions of people and we hope that the return of Spanish football signals society’s gradual return to normality, so we wanted to celebrate by creating something inspirational. This piece of art embodies the excitement of a nation to get to that point. Our work with Gnasher has been a fun experience from start to finish. London is a city full of art and culture, with football at the very heart of it. Gnasher has harnessed that and embraced LaLiga’s #BacktoWin philosophy to create something truly memorable.”
Dave Nash (Gnasher), London street artist, commented: “I’m a huge football fan and it’s been a privilege to work in collaboration with LaLiga to bring this project to life. When first approached it was clear we shared a common understanding that art should be as evocative as possible. The pandemic has been a challenging time for many and I’m hugely grateful for this unique opportunity to create something that will hopefully put a smile on people’s faces and get them excited for what is around the corner.”