LaLiga, a benchmark in Brazil

Brazil is considered the football nation par excellence. We have a population of 200 million, and each and every one of those people has an inner coach. We have been known to brag about the beautiful game being played at our stadiums, which are widely viewed as modern-day cathedrals, and about our players. Some time ago, the stars on our teams were the source of pride and inspired the dreams of millions of young fans eager to follow in their footsteps. However, it is a different ball game now.

The presence of top Brazilian players on Spanish turf goes back a long way – there is nothing new about it. Since the days of Evaristo de Macedo, formerly of both FC Barcelona and Real Madrid, we have been used to exporting talent to the Iberian peninsula. However, following the victorious generations that brought us the likes of Romario, Bebeto, Djalminha, Mauro Silva, Ronaldo, Rivaldo, Ronaldinho, Juliano Belletti, Edmilson and Kaka, there has been a shift. Brazilian kids have become die-hard Spanish football fans and, with Liga BBVA matches now broadcast here, they can keep a keen eye on their idols' every move.

Flamengo, Corinthians, Sao Paulo, Palmeiras and Vasco da Gama have legions of loyal supporters, but it is becoming more and more common to see kids in the streets of Brazil wearing Barça shirts with Neymar and Lionel Messi's names on the back, or Real Madrid jerseys featuring Cristiano Ronaldo's number 7. El Clasico showdowns and other big games in Spain now match, or even surpass, the television ratings for Brazilian Serie A fixtures.

LaLiga is a benchmark for our country in terms of quality of play, revenue generation and the development of icons.