Atletico Madrid visit Nigeria

Fernando Torres and Atletico Madrid arrived in Nigeria for an international friendly with the Super Eagles on Monday. The Europa League champions will take on a selected side at the Godswill Akpabio Stadium, Uyo, on Tuesday.

NOT their first time in Africa, Atletico’s trip is part of the global expansion efforts of LaLiga, like I wrote in my Guardian column last Friday: https://lnkd.in/e_Eaxs2

Just how effective the marketing strategy of the Spanish top flight is will emerge in coming years. They have two offices in South Africa and Nigeria where they have agreements with local leagues as well as in Kenya.

More Spanish teams will turn their attention to Africa and Asia for growth with their increased revenues that have come through joint TV rights negotiations. Are we entering the golden decade of LaLiga?

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