La Liga’s Arabic Fantasy: Global Reach Meets Local Fans
12 October 2025
La Liga's Arabic Fantasy Expands Its Global Footprint
La Liga has broadened its footprint in the Middle East and North Africa by launching the Arabic edition of its official fantasy game, La Liga Fantasy, for the 2025-2026 season.
Alfredo Bermijo Gutierrez, La Liga's head of digital strategy since 2017, discussed the success of the Arabic version of La Liga Fantasy.
Previously, Bermijo worked at Facebook from 2014 to 2017 as head of strategic partnerships for Spain and Portugal, serving as the main link to media, sports, and entertainment in both markets.
From 2007 to 2014, he led Real Madrid's international client services in sponsorship and advertising.
He stressed that the Middle East and North Africa is a strategic hub for developing new commercial alliances, sponsorships, and digital innovation projects.
Excerpt from the interview:
Why launch the Arabic edition of Fantasy La Liga?
The Arabic edition aligns with La Liga's clear global expansion strategy and its push to strengthen its presence in the Middle East and North Africa, a region with many fans who engage digitally in sophisticated and growing ways.
We also aim through the Arabic edition to bring competition closer to fans in their own languages and cultural codes, offering an interactive entertainment experience that adapts to local contexts.
Can Fantasy enhance interest in La Liga matches beyond the big fixtures?
Yes. One of the key benefits of Fantasy is that it changes how fans interact with the competition; when a user builds a team from players across clubs, they become engaged with many more matches and players, not just their favorite team.
This boosts global interest in La Liga overall, helps shape a diverse audience, and creates a continuous narrative throughout the week, even after the weekend is over. Every move, goal, or assist has value, increasing engagement and making La Liga a digital entertainment system, not just a sport.
Moreover, we have built a global community of over 259 million fans across our digital platforms, who follow and share our content daily. Projects like Millega on our site offer interactive experiences such as selecting the best player and exclusive prize draws.
How does La Liga's digital content adapt to this diverse audience?
Our strategy follows global thinking with local action, preserving a cohesive brand narrative while tailoring content to each market's language, symbols, and formats.
We produce content in more than 20 languages and collaborate with local offices and representatives worldwide, using data analytics to understand what content resonates best in each region.
Does AI affect La Liga's digital content strategy?
AI is redefining how we produce, distribute, and customize content. It now enables automatic creation of clips, summaries, and videos for each club in real time, making coverage faster and fairer. We also use AI to generate player-specific videos that amplify personal brands and provide exclusive content to feed individual and collective narratives of the competition.
At the fan experience level, AI helps understand consumption patterns and deliver personalized recommendations, strengthening fans' connection to the content and its relevance. In the future, combining AI with augmented reality, interactive broadcasting, and gamified elements will offer more immersive and anticipatory experiences for fans.
In short, AI does not replace creativity; it augments it, allowing us to scale content production while preserving the quality, passion, and uniqueness that define La Liga.
We also localize video captions, voiceovers, and interactive experiences, partnering with local creators to stay authentic. We monitor engagement in real time to adjust formats for each region quickly.
