La Liga, which operates the top two divisions of Spanish club soccer, has appointed Hill+Knowlton Strategies (H+K) to help grow the presence of Spanish soccer in Africa.
The communications agency will use its Nigerian office in the city of Lagos to focus on public relations strategy, media and influencer engagements with La Liga ambassadors, and communications and relationship-building activities including local partnerships and brand activations.
La Liga also has offices based in Nigeria and South Africa as part of its international network.
“The aim of the La Liga global communications team is to build the organisation’s reputation, and expand awareness of its football clubs beyond Real Madrid and FC Barcelona,” said Joris Elvers, global communications director for La Liga. “H+K’s strong media relations and knowledge of the market will help capture the passion, drama and suspense of La Liga’s football.”
Tokunboh George-Taylor, managing director of H+K Nigeria, added: “We hope to increase La Liga’s share of voice and present the league as not just a football league, but as an entertainment spectacle, whilst also highlighting the organisation’s commitment to social responsibility and fair play.”