PortAventura World has announced a partnership with football league LaLiga to invest €150 million in football-themed attractions at the theme park resort in Spain.
LaLiga and PortAventura World’s project kicks off with The Beat Challenge, a football-themed entertainment experience with digital and physical offerings.
The Beat Challenge includes a LaLiga-themed restaurant and shop, as well as an app-based game that will be ‘a multidisciplinary experience constructed around unique storytelling’.
“LaLiga is synonymous with entertainment,” said Oscar Mayo, director of business, marketing and international development at LaLiga.
“We are strengthening this concept and offering our clubs the opportunity to amplify their brands globally to a younger, family-based audience and to offer them benefits at PortAventura World.”
The Beat Challenge is the first phase of the project, which will receive an investment of €10 million and is set to launch during the 2021/2022 football season.
The second phase includes the design and development of a new LaLiga-themed attraction with an investment of €40 million.
PortAventura and LaLiga’s ‘The Beat Challenge’
In the final phase, an investment of €100 million will go towards creating a LaLiga theme park within PortAventura World.
LaLiga fans will be able to enjoy PortAventura World digitally and in person, and will have access to exclusive content and promotions for The Beat Challenge.
“Each season, PortAventura World looks for new forms of leisure, with an increasingly digital slant, in order to complete the experience of customers,” said David Garcia, managing director of PortAventura World.
“As a world leader in leisure and digital, LaLiga is the perfect partner to achieve our goal of offering our customers innovative digital experiences.”
“The Beat Challenge not only brings together PortAventura World with a leader in the sphere of sporting events and entertainment, but will also project PortAventura World beyond the resort, reaching homes, cities and football stadiums across Spain,” he added.
“In addition, the agreement includes the possibility of exporting the project to other countries, as a model of excellence in the area of technology, sports entertainment and tourism.”