Gaming platform Ballr will be a gaming platform sponsor for La Liga and develop digital games around the league to take the game closer to its fans.
The app will allow users to select footballers, whose performances will earn them points that can be converted into prizes.
According to the deal, Ballr will also have a strong brand presence at La Liga events for the three-year duration of the deal. If Ballr can help La Liga expand, it could give tough competition to the English Premier League and Bundesliga for their fan engagement.
La Liga has set itself a target to reach the major markets in Asia, including India and China. The league has over one billion viewers in the two countries. It has 2.5 billion viewers across 180 countries around the world.
“This agreement with Ballr is an excellent opportunity for La Liga fans to come into contact through a digital medium and it’s also a fantastic way for them to connect with La Liga Santander,” according to La Liga President Javier Tebas.
“Just as we have explained on other occasions, La Liga wants to be close to its fans and that is why efforts are being made in various areas to give them something extra during matches,” he added.
Ballr has been expanding its partnerships in the recent months. It has tied up with Umbro for Indonesia, Samsung in Thailand. It also has a global partnership with Manchester City, as it competes against more established global fantasy sports platforms such as DraftKings and FanDuel.