LaLiga North America continues to expand its presence in key growth markets across the United States in partnership with Chef José Andrés’ ThinkFoodGroup.
After naming Mercado Little Spain ‘The Home of LaLiga in New York’, LaLiga North America and José Andrés’ ThinkFoodGroup are announcing an expansion of their partnership, naming Jaleo ‘The Home of LaLiga in Washington DC .’ Mercado Little Spain will continue to be ‘The Home of LaLiga in New York,’ showing games at Spanish Diner, the all-day restaurant located there.
When possible, given current health, safety, and distancing protocols, both Jaleo DC and Jaleo Crystal City, as well as Spanish Diner, will show all live LaLiga games and host special events for fans, including appearances from LaLiga legends, special menus, and giveaways. The partnership demonstrates ThinkFoodGroup and LaLiga North America’s commitment to elevate the passion for Spanish culture, food, and soccer in the United States.
Understanding that there will be some fans that prefer to watch the games at home but want to live the same unique experience, LaLiga North America will be doing sweepstakes and merchandise giveaways for guests in both cities. For every take-out order, guests can win a LaLiga Jersey or a LaLiga official ball every weekend during LaLiga Season 20/21.
“LaLiga North America’s first year at Mercado Little Spain exceeded all of our expectations, creating an atmosphere unlike any in the sports world,” said LaLiga North America CEO Boris Gartner. “Fútbol fans and lovers of Spanish culture feel like they are transported to Spain when they enter ‘The Home of LaLiga’. This is as close you can get in the US to a true Spanish experience with the best food and the best soccer.”
All 19-20 season LaLiga matches were shown at Spanish Diner, attracting New Yorkers and visitors alike. Fans of all ages and backgrounds experienced Spanish culture together, while watching the best league in the world. The experience has created a destination for local soccer fans who visit Mercado Little Spain on a weekly basis for matches.
“Fútbol has always been a big, big part of my life, along with many Spaniards and more and more Americans every year,” said José Andrés. “Our partnership with LaLiga will give a meeting place to all of us – American, Spanish, everyone – who want to enjoy the greatest sport on Earth.”
The experience at Mercado Little Spain has attracted new fans to LaLiga by connecting with those interested in food and lifestyle. The intersection of these verticals trends with changes in the sports industry. Organizations can no longer focus solely on the product on the field. Teams and leagues are finding ways to authentically engage outside of their own industry to bring in new fans. LaLiga has achieve this through this partnership.