Salou. Costa Dorada. 15 September 2020.
LaLiga and PortAventura World have created a joint venture to create a soccer theme park and offer digital entertainment about this sport. The forecast is to invest 150 million euros in 3 phases.The project has been baptized with the name "The Beat Challenge".
The first phase will be ready for the 2021/2022 football season. It foresees the investment of 10 million euros to create a game through an app, a themed restaurant in PortAventura World and a store. It is a multidisciplinary experience structured around a unique storytelling, which will turn the experience into a single entertainment product. In this way, La Liga fans will be able to access PortAventura World digitally through the game and will have benefits during their visit to the resort.
According to the promoters of the initiative, the app will be designed to offer entertainment beyond the day of the visit to the park, and that it will be developed in various dimensions, digital and physical.
For its part, the restaurant in PortAventura Park will be a LaLiga-themed lounge where not only to enjoy the best gastronomy, but also where to discover new challenges and LaLiga products in its store. The two experiences want to be a single entertainment for all audiences.
In addition, the join venture will sign a license agreement with PortAventura World for the use of the LaLiga brand and the app developed. This license agreement will be valid for 15 years and will be exclusive to PortAventura World in Europe and Russia.
The other phases
The second phase of "The Beat Challenge" includes the design and development of a new LaLiga-themed attraction with an investment of 40 million euros, while the third phase already makes the definitive leap to create a LaLiga theme park within the PortAventura World resort, with an estimated investment of 100 million euros. But these phases do not have, at the moment, an expected execution date.
What does LaLiga win, what does PortAventura World win and what does the fans win
With this agreement, LaLiga seeks to offer its clubs
- strengthen your presence in the entertainment market
- increase revenue volume
- increase brand positioning among the general public
- connect with a young audience and develop an entertainment format that can be replicated in the international market
For their part, soccer fans will have access to exclusive content and promotions to enjoy this unique experience within PortAventura World.
And the resort aspires to:
- reinforce its brand and leadership in the theme park sector, through this unique entertainment experience.
- diversify your lines of business
- connect with new and different audiences with an international profile
Who is who
LaLiga is an organization in the leisure and entertainment sector. It is a private sports association, made up of the 20 football clubs / SADs of LaLiga Santander and the 22 of LaLiga SmartBank, responsible for the organization of professional and national football competitions. In the 2018/2019 season, LaLiga reached more than 2,700 million people around the world. Headquartered in Madrid (Spain), it is present in 55 countries through 11 offices and 46 delegates. The association carries out its social action through its Foundation and is the first professional soccer league in the world to have a competition for soccer players with intellectual disabilities: LaLiga Genuine Santander.
For its part, PortAventura World Parks & Resort is one of the largest family leisure and vacation destinations in Europe and throughout its 25-year history it has received more than 90 million visits. The resort has 5 themed 4-star hotels and 1 5-star hotel (PortAventura Hotels), with more than 2,200 rooms, and a convention center (PortAventura Convention Center) with capacity for up to 6,000 people. Its commercial offer also includes 3 golf courses (two of them designed by Greg Norman) and a beach club with direct access to the beach. PortAventura World Parks & Resort also has a theme park, a 70,000 m2 Ferrari Land park exclusive in Europe and a 50,000 m2 water park.
