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LaLiga to open futuristic, interactive sports bars

By 29th September 2020 No Comments

The first venue will be open at the beginning of next year.

LaLiga is launching a number of sports bars to promote the league and its clubs around the world. The venues – LaLiga TwentyNine’s –  combine food, entertainment, football and other sports in an interactive environment.

Each of the bars will include a multipurpose stand, recreating the stands found in LaLiga stadiums. These are designed to provide spectators with the sensation of being inside the ground itself, surrounded by other fans experiencing the emotion of live sport.

Visitors will be able to watch LaLiga matches and other major sporting events from international and local competitions, including tennis, basketball and baseball.

The sites will also have a zone dedicated to esports; a fan engagement area; a merchandising area; and a ‘Beat Centre’, where fans can learn more about LaLiga Santander and LaLiga SmartBank, buy LaLiga products and participate in contests and quizzes.

Every site will have the same look and feel to give users a consistent image of LaLiga.

They are named after the year LaLiga was created (1929) and will be based in shopping malls, airports, and within hotels, cruise ships and amusement parks.

The first LaLiga TwentyNine’s will open in Barcelona early next year, with the next one scheduled for inside the PortAventura World amusement park in Tarragona later in the year.

LaLiga has also signed an agreement with Spanish hotel chain Barceló Hotel Group, which grants it exclusive rights to LaLiga TwentyNine’s licenses in the Middle East and North Africa (MENA) region.

It is in talks with other potential partners around world regarding further sites.

Óscar Mayo, business, marketing and international development director at LaLiga, said: “We are combining leisure, sports and gastronomy to offer people something they have not seen before. The key will be the unique experiences that will be on offer in this reimagined sports bar.”

Sara Ramis, chief marketing officer of Barceló Hotel Group, adds: “LaLiga TwentyNine’s is an innovative concept that unites us with a prestigious brand in LaLiga to develop this new concept of sports bar in which our clients will enjoy surprising experiences linked to sports.”

To view a 360-degre representation of a LaLiga TwentyNine’s venue, visit

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