LaLiga: partnership with The Walt Disney Company and launch of a joint communication campaign

LaLiga and the American media and entertainment conglomerate The Walt Disney Company have signed a collaboration agreement through which the two entities will deploy a joint communication campaign entitled #JuegaConValores (#PlayingWithValues), announced the Spanish League on 25/02/2019.

The #JuegaConValores campaign will consist of six video spots, broadcast in the LaLiga and Disney ecosystems during 2019, which will aim to promote "teamwork, self-improvement, equality, respect, originality and fair play". In each spot, a Disney character will be staged with LaLiga Santander players to portray a value: the Avengers for teamwork, Dumbo for self-improvement, etc.

"This partnership with Disney, with whom we share a common DNA based on global entertainment, is an opportunity to transmit to the younger generation the values that LaLiga and its clubs try to demonstrate every day, on and off the pitch," said Javier Tebas, president of LaLiga, on 25/02/2019.

• "There will also be different activations throughout 2019 between the two organisations to give greater visibility to this…