China Media Group signs memorandum of cooperation with Spanish LaLiga

China Media Group (CMG) and the Spanish LaLiga on Monday agreed to further cooperation in areas including professional exchanges, hosting tournaments and promoting youth football program, as CMG president Shen Haixiong and LaLiga president Javier Tebas signed a memorandum of cooperation representing both sides.

According to Shen, sport is of great importance to cultural exchanges. The hearts beat the same for football across cultures. The highly matured football system in Spain has cultivated many talents, which was proved again recently by Spain's triumph in the European Championships.

CMG deployed some 2,000 personnel to the ongoing Pairs Olympics to provide global audience with 8K UHD signals of the Olympic track and field events and the closing ceremony for the first time in CMG history. This also markes the Paris 2024 the first Summer Olympics in history with an 8K UHD public broadcast signal. It is a testament to CMG's production capacity in international sporting events. CMG and LaLiga have agreed on matters regarding the broadcasting of LaLiga games, as they join hands to develop a strategic partnership. Chinese football fans will be able to enjoy top-flight LaLiga games through all of CMG's platforms. The signing of the MoC is a start of further cooperation, as both sides explore new opportunities of exchange and inject new impetus to the relationship, said Shen.

Tebas believes that the power of sports transcends geography and cultures, and can bring the people of China and Spain together. As a leading broadcaster and the international media organization with the most broadcasting rights for the Paris Games, CMG has demonstrated top-notch capacity of sports coverage and technological innovation, which the LaLiga will be able to benefit from in the future. The signing is a deep integration of football cultures, and a milestone of sporting culture exchanges. He hopes that both sides will continuously enhance the foundation of cooperation, explore new cooperation pathways, and contribute to the sport's global development.

According to the MoC, CMG and LaLiga will build a strategic partnership to promote the sport of football not just in China, but globally as well. The two sides will share resources, build an organic cooperation mechanism in creating contents and marketing, jointly host football and cultural events, promote exchanges between football clubs, and promote youth development based on the advanced and matured experience of LaLiga, which will enhance the breadth and depth of sports exchanges.

Founded in 1928 and based in the Spanish Capital Madrid, the LaLiga runs one of the five major football tournaments in Europe, which is commonly known as LaLiga, with 20 teams, and has 22 teams in the Segunda División, known as LaLiga 2.

The signing ceremony is also attended by Yao Jing, China's ambassador to Spain, Qi Zhuquan, a member of CMG's editorial board and director of CMG's International Communication Bureau, as well as La Liga's Chief Business Officer Javier Gomez and Executive General Manager Jorge de la Vega, among other officials.