LaLiga and PortAventura World in Spain have announced a €150 million project to create a new theme park, attraction, restaurant, shop and app.

The project will be structured in three phases. The first, composed of an investment of €10 million, covers the app and a themed restaurant within the resort ready during the 2021/22 football season. The second phase will include a new LaLiga-themed attraction and an investment of €40 million. The final phase will be to create a LaLiga theme park within PortAventura World with an investment of €100 million.

The strategic agreement seeks to link football and entertainment through various digital and physical experiences and the joint venture includes a 15-year licensing agreement with PortAventura World for the use of the LaLiga brand.

Oscar Mayo, the director of business, marketing and international development at LaLiga:

"LaLiga is synonymous with entertainment. With this joint venture 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."

David Garcia, the managing director of PortAventura World:

"Each season, PortAventura World looks for new forms of leisure, with an increasingly digital slant, in order to complete the experience of customers, who are mainly families, during their holidays and short breaks."

Phase 1: The Beat Challenge

The first project will be called The Beat Challenge and will combine two basic aspects: the game (app), and the restaurant and shop. Followers of LaLiga will be able to interact with PortAventura World digitally through the game and will receive benefits when they visit the resort.

The app will be designed to offer entertainment beyond the realm of visiting the park. The restaurant at PortAventura Park will be a LaLiga-themed lounge which will not only offer food and drink, but also act as a place to discover new challenges and LaLiga products in its shop.