The economic impact of LALIGA, how to create a brand, how to generate a strategy and how to increase your value and grow in international markets. These were some of the questions that the president of LALIGA, Javier Tebas, discussed in a session aimed at students and organized by the Marketing and Sales Club of the University of Navarra's Economics Department atSchool . 

More than 300 people have attended the lecture at Amigos Building in which Tebas has given some keys to understand the international expansion of the organization. A strategy that began in the 2017-18 season and that today has achieved that LALIGA has 44 international delegates and twelve offices spread across five continents.

One of the key issues addressed by Tebas was monetization and the importance of generating revenue through local sponsors. Tebas explained that, at the beginning, this commitment to an international strategy cost the clubs money, but today it generates wealth. He has highlighted that in the 2014-15 season the audiovisual rights of Spanish clubs totaled €860 million, while today they are €2,029 million. "42% of this income comes from the foreign market," he added.

^{Javier Tebas in a moment of the session with students from the University of Navarra, at entrance hall of Amigos Building.}

attendance record attendance at the stadiums is around 83%.

In his speech, Javier Tebas pointed out the importance of knowing the local markets: "LALIGA is global, but proximity is crucial. We must know which club has more influence in Colombia, for example; which audiovisual operator has more weight in Angola or which are the communication channels of reference letter in India". In this sense, he pointed out that in order to carry out a good strategy and create business opportunities "you have to know how to adapt to each culture and know how to approach the markets; it is not enough to launch a television signal or make a video on TikTok". 

Javier Tebas explained that LALIGA manages 99 different contracts in each country, each with different clauses and terms, and also spoke of the importance of having a strategy final in social networks. "To get a foothold in the markets they have to talk about you. We are working with all the clubs to encourage this increase in followers," he said.

In addition, he cited other measures to encourage the viewing of matches, such as adapting the time bands. A measure, he said, "criticized at the time but which has led to a record increase of attendance to the stadiums, which has grown by 21% this past year, standing at around 83%".