The three-year deal comes after LaLiga broadcast matches on social media platform Facebook for a similar period. In addition to its music programming, MTV is part of the Viacom18 Media Group, and it seems eager to expand to European football, which enjoys an especially large following among India’s youth.

A new player has entered the sports broadcasting market. Pop music channel MTV, which caters to the younger generation, is now the new home to the likes of Real Madrid, Barcelona, and Atletico Madrid on Indian television screens.

The three-year deal comes after LaLiga broadcast matches on social media platform Facebook for a similar period. In addition to its music programming, MTV is part of the Viacom18 Media Group, and it seems eager to expand to European football, which enjoys an especially large following among India’s youth.

The Sony Group brings top-level international competitions to Indian TV screens (UEFA Champions League, FIFA World Cup, European Championships, Copa America) as part of its deal with Star Network. MTV’s deal brings Spanish title football back to Indian screens after a long hiatus.

“This is a strategic move. It’s always a good time to try something new at LaLiga. Aakriti Vohra, Head of Brand Properties, LaLiga India, explained why the club worked with Facebook prior to this deal. “Viacom is also looking to diversify their sports business. We are very excited about the big plans involved.”

In order to reach the younger age group, the league plans to leverage MTV’s considerable popularity.

Oscar Mayo, Executive Director, LaLiga, said in a joint press release, “We are confident we will engage the youthful audience that MTV as a destination appeals to.”.

In addition to MTV, LaLiga matches will also be aired on select national and regional channels of the network, as well as live streamed on Voot and Jio platforms.

The new acquisition could be woven into the fabric of the network’s strategy.

According to the news release, Viacom18 and MTV are committed to building a wholesome entertainment ecosystem centred around LaLiga in order to further expand the game’s fanbase.

Viacom18 plans to roll out a “massive marketing and communication campaign” ahead of the next LaLiga season starting on August 13. The extensive social media and digital reach of MTV will ensure that LaLiga engages fans across multiple platforms,” the company stated.

“Viacom18 will use its TV, digital and social assets to make LaLiga a household name in the region.”