#HEAD SOCCER 2016 LA LIGA SERIES#
Those candidates were whittled down through a series of interviews and tests, including an assessment day at the former home of Atletico Madrid, the Vicente Calderon. Keegan Pierce is La Liga Global Network’s UK representative “I didn’t know that when I applied for the first time!” laughs Anoro. The initial scheme, operated with the logistical support of what was then a new title sponsor for the league in Santander, apparently attracted 12,000 applications from 40 countries. “I was impressed with the organisation,” he says, “impressed with the ambition of the league, and happened to get a heads-up from somebody who worked in La Liga that the next wave of global expansion was going to be through a project called La Liga Global Network.” Pierce was working in the soccer industry at that time but also remembers seeing the advertisement – “sort of an open casting” – and seeing it as a route into a league he had “always had eye on”. I was enjoying my job but I felt like I wanted something else.” “I was working with a tourist holding group, working in communications and marketing and also corporate relations. “Back in 2016, La Liga launched a call worldwide looking for some young, talented people between 24 and 38 years old,” remembers Anoro. “With Oscar and Octavi, particularly given the interest that exists in the UK market, we’re in pretty regular contact as well.” Building the network So typically you’re in very regular contact with the rest of your regional team – I’m speaking pretty much every single day with the guys from Europe.
“The key role of this chain is to make sure that best practices are shared across the network,” he says, “that contacts that arise in one location are given to contacts in other locations, and really we’re all in constant communication and learning from each other. We have sent these delegates to strategic markets for La Liga to understand the local sports industry, the local community, to find new opportunities in these markets.”įor Keegan Pierce, the La Liga Global Network delegate for the UK and Ireland, the organisation is rooted in what is “very much a 21st century style model of remote working”. And then we have this project which is called La Liga Global Network, which is composed of 46 delegates living in 43 countries around the world.
We have regional offices in nine strategic markets around the world. “We have a team in Madrid working on the international project. “We have structured ourselves in three pillars,” he says. “No one else has a project like this in the sports marketing industry,” suggests Octavi Anoro (pictured right), the head of La Liga Global Network, at the league’s headquarters in Madrid in late November. The one that is perhaps most emblematic of its desire to move quickly and do things differently is La Liga Global Network, which has scattered representatives all over the world. Some of those, like an attempt to play competitive games in the US, have been more visible than others. When La Liga centralised the sale of its broadcast rights in 2016, bringing an end to an era of crossed purposes and differing incentives among Spanish soccer’s top clubs, it sensed the chance to try a more creative approach.Īn avalanche of coordinated programmes has followed, with a particular emphasis on finding another way in its efforts to eat into the Premier League’s massive international lead.
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