LaLiga has signed a new commercial agreement with M88, which sees the brand become the league’s Official Regional Betting Partner through to 2024.

For the next four seasons, M88 will work alongside LaLiga to produce exclusive content and competitions that will further engage football fans and maintain the growing profile of the competition in Asia.

Among the planned content is a weekly video series that will explore and analyse LaLiga in greater detail. Featuring LaLiga Ambassadors, the programme will provide insights and storylines to increase traction across the market.

Oscar Mayo, Head of Business, Marketing and International Development at LaLiga, said: “The love of football continues to spread rapidly in Asia and LaLiga’s following has grown incrementally for several years.

“With fans looking for increasingly local and entertaining content, this agreement with M88 gives us a new way to reach new audiences and show them a side to the competition they haven’t seen before.”