equal footing
LaLiga will, at its own cost, market the second division matches for residential districts on a non-exclusive basis over the next five seasons after a lack of bids from operators. This mirrors an earlier turn of events when the bidding process for bars and restaurants alone also concluded without offers. The league is deliberately testing a broader approach, hoping to unlock new partners and distribution opportunities across North America and beyond while continuing to safeguard competitive balance for clubs and fans alike.
The competition to win the rights for the so‑called LaLiga SmartBank broadcast package drew no offers from any operator. No film star, no major telecom, no streaming platform, and no media company submitted a bid for the exclusive or non‑exclusive rights to this match package. This outcome underscores the cautious sentiment in the market and the importance of aligning pricing with perceived value and audience reach in a crowded sports media landscape.
LaLiga had the option to reopen the process with a second round to attract new bids, a strategy occasionally used when the league, together with the federation, opens rights for the Primera and Segunda divisions and cup matches. Rather than pursuing a new round, it proceeded to market the lot on a non‑exclusive basis, signaling a flexible stance intended to maximize participation from a broader array of operators across different platforms and geographies.
equal footing
“Audiovisual content will be marketed on equal terms to all interested operators, with careful consideration given to the number of users, promotional reach, multi‑device distribution capacity, and robust network security for each operator. The CNMC will be kept informed of the marketing details as they unfold. The tender specifications indicate that non‑exclusive LaLiga rights may apply, as explained by the clubs’ association.”
In the absence of more granular details, the institution led by Javier Tebas will assume production responsibilities for the Second Division matches and will make them accessible to various operators willing to market the content in a competitive marketplace. This approach is designed to cultivate transparency while encouraging a diverse mix of distribution channels to reach fans across North America and Europe alike.
“similar” sales value
“Just like the Horeca package for bars and restaurants, LaLiga is applying this new marketing approach. It not only aims to achieve a resale value comparable to the previous cycle but also seeks broader distribution of the product, a more competitive offer, and improved access to competition,” the organization led by Javier Tebas stated in a release. The shift aligns with a broader trend toward flexible, multi‑platform rights that can adapt to changing consumer habits in the digital era.
“The audiovisual landscape is evolving. While immediate offers may not materialize, movement is expected soon as markets reassess value and reach. There is a potential return to a model where LaLiga Santander identifies direct channels to all operators, expanding how fans experience matches and how sponsors connect with audiences,” Tebas commented in discussions with media representatives after the latest market review.
Consequently, the plan is to monitor how Second Division matches will be accessible in the upcoming season and how distribution evolves across platforms in North America. Episode One has already set a precedent: all matches will be available on Movistar+, five will stream on DAZN, and one will be shown on free‑to‑air television, a configuration that remains subject to a final regulatory decision but illustrates a commitment to broad accessibility for viewers who favor different viewing options.