MIGU becomes LALIGA’s exclusive new media partner in mainland China through 2029/30

LALIGA and China Mobile Migu have signed an audiovisual rights agreement that will make Migu LALIGA’s exclusive New Media Partner in Mainland China for the next four seasons, from 2026/27 through 2029/30.

Under the agreement, fans across Mainland China will be able to watch all 380 LALIGA EA SPORTS matches live each season on Migu through a freemium model. The comprehensive rights package also includes highlights, video-on-demand content and short-form clips, ensuring fans can catch up on key moments and enjoy additional LALIGA content throughout the season.

World Cup stars set to return to LALIGA EA SPORTS

The agreement comes at a moment of exceptional international momentum for LALIGA EA SPORTS. Spain recently claimed the nation’s second World Cup title with a squad featuring 17 players who competed in Spain’s top division during the 2025/26 season, with two further world champions joining LALIGA EA SPORTS clubs ahead of the new campaign. LALIGA was also the best-represented domestic competition in the final between Spain and Argentina, accounting for 24 of the 52 players across both squads - 17 for Spain and seven for Argentina - compared with 13 from the next most-represented league.

LALIGA players also collected some of the tournament’s top individual honours. Athletic Club goalkeeper Unai Simón received the Golden Glove, FC Barcelona defender Pau Cubarsí was named Young Player of the Tournament, and Real Sociedad captain Mikel Oyarzabal finished as Spain’s leading scorer with five goals. Real Madrid forward Kylian Mbappé also claimed the Golden Boot after scoring 10 goals for France.

Through Migu, Chinese fans will now be able to follow many of the tournament’s world champions and biggest stars every week as they return to their clubs for the 2026/27 LALIGA EA SPORTS season. The competition features some of the most iconic players and clubs in world football, including FC Barcelona, Real Madrid, Atlético de Madrid, Athletic Club, Sevilla FC, Valencia CF and many others.

Fans will be able to follow every club and every matchday, including marquee fixtures such as ELCLÁSICO, the Madrid Derby and Seville’s EL GRAN DERBI, as well as the title race, the battle for European qualification and the season-long journeys of many of world football’s biggest superstars.

Localized coverage for Chinese fans and a broader strategic partnership

Migu’s coverage will include Chinese-language localization of LALIGA’s international programming, alongside high-quality live broadcasts and additional content designed to bring Chinese audiences closer to the competition. 

The agreement was formally signed last Friday at Migu’s headquarters in Beijing by Javier Tebas, President of LALIGA, and Mr. Shen Wenhai, Chairman of Migu.

“LALIGA is a top-tier global football league with mature operations, a deep fan base, and vast market potential. Migu and LALIGA have established a long-term, stable, and mutually beneficial partnership. Through this new exclusive rights agreement for the new cycle, Migu will join forces with LALIGA to further enhance the promotion, smart broadcasting, and fan services of LALIGA in China, catering to the diverse needs of fans and jointly opening up new opportunities for the league's operations,” said Mr. Shen Wenhai, Chairman of Migu.

“We are very pleased to strengthen our relationship with China Mobile Migu through this new agreement. It comes at a particularly exciting time for LALIGA following the outstanding performances of our players at the World Cup, which reminded fans around the world of the quality and excitement that characterise LALIGA EA SPORTS. China remains a strategic market for LALIGA, and Migu’s scale, technological capabilities and deep understanding of Chinese audiences make it the ideal partner to build on this momentum. Withevery match available through Migu, Chinese fans will be able to follow these world-class players, clubs and rivalries throughout the entire season,” said Javier Tebas, President of LALIGA.

The agreement strengthens LALIGA's presence in one of the world's most important sports and digital media markets and reinforces the league's long-term commitment to growing its fanbase in China. It also reflects LALIGA's international strategy of partnering with leading broadcasters and digital platforms to bring the competition closer to fans through innovative distribution and localized content.