LaLiga and PortAventura have formed an alliance to develop ‘The Beat Challenge’, a unique entertainment experience for guests to enjoy at PortAventura World.
The partnership will link football with entertainment through both physical and digital experiences. The long-term project will be structured into three distinct phases. The first phase is centred on the digital experience and has an investment of 10 million euros. This phase includes the construction of a themed restaurant within the resort. The restaurant is due to be ready for dining during the 2021/22 football season.
The second phase will include the design and construction of a new LaLiga-themed attraction. This phase has an investment of 40 million euros.
The final phase involves the building of a LaLiga theme park located in the PortAventura World resort. This phase has an investment of 100 million euros.
The partnership between the two leading Spanish brands includes a licensing agreement, which enables PortAventura World to use the LaLiga brand and app. The agreement will last for 15 years and provide PortAventura World with exclusive rights in Europe and Russia.
The Beat Challenge combines a nationwide virtual game app and the themed restaurant, shop and digital centre inside PortAventura World. Fans of LaLiga will be able to access PortAventura World digitally via the game and receive loyalty benefits when they visit the resort.
Oscar Mayo, LaLiga’s director of business, marketing and international development, commented: “LaLiga is synonymous with entertainment. With this joint venture in partnership with a leader in leisure in the form of PortAventura World, 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.”