La Liga, the Spanish is developing a media business for its North America operation alongside regional joint venture partner, sports marketing firm Relevent, reports, www.sportspromedia.com/.

The headline element of the partnership may not have borne fruit this season, with a planned La Liga game in the US being scrapped due to external pressure, however, plans to build the league's profile are being pushed ahead.

In partnership, La Liga and Relevent are developing daily video programming for social platforms, as well as long-form productions to license to streaming platforms and TV networks.

According to Digiday, the joint venture has plans for six daily and weekly shows this year, spanning 200 episodes and including access to match highlights. La Liga is also reportedly in conversations with three production companies to co-develop those aforementioned long-form projects.

Relevent is apparently investing around US$10 million over the first three years with the intention of building a media business that includes revenue from ads and sponsorships, content sales, match ticket sales and media rights where profit will be split equally between the two parties.

"There's definitely a lot of value in the IP and the rights that La Liga has," Boris Gartner, La Liga North America's chief executive told Digiday.

"We'll facilitate the access and relationships [with the league, teams and players] and have production partners who do that for a living execute on it."

Adding: "[The US is] the biggest market for La Liga outside of Spain already, and there is room for growth, especially leading into the World Cup in 2026."

The joint venture's long-term goal is to increase the media rights value of La Liga in the region. US rights are currently held by BeIN Sports but expire in two years and could be an increasingly attractive proposition given soccer's growing popularity in North America.