LaLiga hopes to disrupt the world of entertainment and hospitality with a never-before-seen innovation: a LaLiga-themed sports bar called LaLiga TwentyNine’s. This re-invention of the traditional sports bar allows LaLiga to promote the competition and its clubs with a unique, immersive experience.
This is the first time a sports competition / league has created a licensing model on a global scale. TwentyNine’s will combine gastronomy, entertainment, and soccer in an environment infused with technology.
LaLiga has created a new hospitality concept: LaLiga TwentyNine’s. 🤩
The new project combines gastronomy, leisure, technology and sport to grow the image of the competition around the world. ⚽️🥘🌍
— LaLiga English (@LaLigaEN) September 29, 2020
Why has LaLiga turned to a bar concept?
The hope is this project will help LaLiga deepen fan engagement globally, outside of Spain. As fandom grows, the perception of the league and the LaLiga brand should also increase.
In future years, LaLiga TwentyNine’s will be found in highly-trafficked areas, including city centers, malls, airports, hotels, cruise ships, and amusement parks. The first location will open in 2021 inside PortAventura World, an amusement park in Barcelona.
What will LaLiga TwentyNine’s offer fans?
Each location will feature different zones where customers will enjoy unique experiences. The culinary experience will take center stage, but fans there to watch games will sit in stands that recreate different stadiums found in LaLiga in order to bring the stadium atmosphere closer to home. Soccer won’t be the only sport featured, of course. Patrons can also expect to watch tennis, basketball, baseball, and other major competitions.
LaLiga TwentyNine’s will also have an area dedicated to esports gamers, a fan engagement area, and merchandising. Fans can also enter a special area, the Beat Center, to learn more about the league and participate in contests and quizzes.
For additional innovation and creativity, certain locations will feature a B-eat Experience with 360º projections to enhance the customer experience. This is expected to be an exclusive area.