Spain: PortAventura World & LaLiga Announce Large-Scale 3-Phase Project Including New Theme Park
Spain’s PortAventura World theme park resort and the Spanish national soccer league LaLiga have formed a joint venture in order to develop a large-scale three-phase project, including new attractions in PortAventura and the construction of a complete new theme park to become the fourth destination of the resort.
The first project phase is called “The Beat Challenge”, which at an investment volume of some ten million Euros foresees the development of a new digital gaming app, a shop and the opening of a new LaLiga-themed restaurant in PortAventura World. The app-based gaming experience will not only be available to park visitors, but also beyond its grounds to soccer fans throughout the country. A licensing agreement gives PortAventura World exclusive rights in Europe and Russia to use the LaLiga brand and the app for 15 years.
In a second phase, a new, 40 million Euros attraction is to be developed at PortAventura, featuring a LaLiga theme. The third phase eventually foresees the construction of a complete new soccer theme park, which is set to become the fourth destination of PortAventura World (alongside PortAventura Park, Ferrari Land and Caribe Aquatic Park) at a scheduled investment volume of 100 million Euros.
“LaLiga is a synonymous with entertainment. With this joint venture in partnership with a leader in leisure in the form of PortAventura World, we are strengthening this concept and offering our clubs the opportunity to amplify their brands globally to a younger, family-based audience and to offer them benefits at PortAventura World,” assures Oscar Mayo, LaLiga’s Director of Business, Marketing and International Development.
“[…] As a world leader in leisure and digital, LaLiga is the perfect partner to achieve our goal of offering our customers innovative digital experiences. The Beat Challenge not only brings together PortAventura World with a leader in the sphere of sporting events and entertainment, but will also project PortAventura World beyond the resort, reaching homes, cities and football stadiums across Spain. In addition, the agreement includes the possibility of exporting the project to other countries […],” comments David García, Managing Director of PortAventura World. (eap)