Spanish chain Meliá Hotels International has reached a partnership with leisure and entertainment group LALIGA to enhance its presence in the Middle East.
The agreement aims to elevate both brands’ presence and audience engagement across the region by blending sport, lifestyle and travel touchpoints at select Gulf properties.
Under the collaboration, Meliá Hotels International will gain exposure during all LALIGA football broadcasts across the Middle East.
Meliá Hotels International chair and CEO Gabriel Escarrer said: “This sponsorship represents the union of two global ambassadors of Brand Spain. We share values such as excellence, passion, and an international vocation.
"With this alliance we want to continue building unique experiences and increase our impact in a key market for our company, such as the Middle East, where we have an important focus on expansion.”
Under the partnership, Meliá Desert Palm and ME Dubai will create CASA LALIGA spaces at their properties.
Meliá Desert Palm will convert its Pony Line Sports Bar into a branded LALIGA Hub and rebrand its three-bedroom Layali Villa as Villa LALIGA.
ME Dubai will establish CASA LALIGA in a redesigned lounge at Central.
LALIGA president Javier Tebas said: “The Middle East is a key region for LALIGA, and this partnership with Meliá Hotels International reinforces our commitment to global expansion.
"Joining forces with a brand that shares our roots, values and international vision is a great opportunity to continue growing together and bring the LALIGA experience to millions of fans and travellers around the world.”
The partnership will activate the MeliáRewards loyalty programme for members to unlock VIP-led benefits and LALIGA events privileges.
For the digital amplification, the agreement includes joint campaigns across LALIGA’s official social media channels to drive regional reach and interaction.
Last month, Meliá Hotels International signed its first Meliá Collection hotel in Peru, expanding its South American portfolio.
