eSports: the Spanish league creates "LaLiga eSports" to get closer to the "millennial generation"

"LaLiga has launched LaLiga eSports, which is set to see the institution offer the gaming community its considerable experience within the sports industry and all of the enthusiasm that comes with this new launch. LaLiga eSports is set to feature in several electronic sports projects to be launched in the near future in which football will take centre stage," announced the Spanish professional football league on 27/02/2018.

As part of the "It's not football, It's LaLiga" programme, the Spanish body "seeks to bring the institution closer to the millennial generation and engage with this particular sector of the population. In addition, it aims to promote the growth of the LaLiga brand and reach out to new audiences. LaLiga has plans to roll out several ambitious projects, the details of which will be revealed in the coming months, which aim to bring together a passion for football and the exciting world of eSports," added LaLiga, which specified that "this attempt to engage with these followers satisfies a demand expressed by those sponsors whose interest has been aroused by the…