Mumbai: The new season of LaLiga Santander has kicked off on 14 August with Valencia CF vs Getafe CF, the first of 380 fixtures through a ten-month campaign. This season’s global partners include title sponsor Santandar and official partners Puma, EA Sports FIFA 2021, Microsoft, Budweiser, BKT Tyres, Livescore, and Dream11. 

The current season of LaLiga will be broadcasted on the youth channel MTV and streaming platform Voot Select. The league has garnered three times reach on the channel in the opening weeks vis a vis the previous season, according to Viacom18. The broadcaster also found increasing fandom of LaLiga on MTV with 38 per cent of the viewership for the matches coming from rural India and over 51 per cent viewership from urban cities.

MTV relaunched LaLiga on Indian television with a quirky campaign that promised ‘Zero Masala, Pure Football’. The innovative campaign, which includes quirky films and engagement with football fan groups across India, is making an enormous impact on social media. The campaign has delivered 38 million reaches and 50 million impressions.

Colombian Grammy-nominated singer-songwriter Camilo penned the official song for the season.

Notably, this season of LaLiga is missing football superstar Lionel Messi who left the club FC Barcelona a month ago to join Paris Saint-Germain (PSG). The league will showcase a host of exciting new signings like David Alaba, Memphis Depay, Sergio Aguero and Rodrigo de Paul as well as young talent like Pedri, Frenkie de Jong, Joao Felix, Diego Lainez, Alexander Isak, Vinicius Jr. Fans will also watch Karim Benzema, Antoine Griezmann, Luis Suarez and Jan Oblak in action.

The upcoming games include the historic Basque (October), Barcelona (November), Seville (November), Valencia (December), and Madrid (December) derbies scheduled for the coming months. ElClasico, the clash which pits Real Madrid and FC Barcelona in the most-watched club match in world football, returns on the weekend of 24 October.

“The past year showed us the kind of emotional connection football fans have with the beautiful game. As the world slowly starts to heal and go back to normal, the new season of LaLiga returns, with the fans finally reuniting with their favourite sport," said LaLiga, managing director – India, Jose Antonio Cachaza. "The energy is in the air, especially in India, with this new partnership with Viacom18. We are looking forward to building an even deeper connection with our audience in this country, which has shown its profound bond with the sport time and again."

“We are glad to have partnered with the LaLiga team to bring one of the world's most iconic football leagues for our viewers in India and the subcontinent," said Viacom18, business head – youth, music and English entertainment, Anshul Ailawadi. "Starting with the season's first match, we have witnessed viewers' passion and we are excited to see the fandom unfold.   The response we have received so far has been phenomenal and we are certain that we will make football a much loved and followed sport in India through our partnership with LaLiga."

This season also sees the return of fans to LaLiga stadiums across Spain. Currently, 40 per cent of the stadium capacity may be occupied.