-The innovative partnership will see the creation of a Webtoon series to deepen LALIGA’s connection with young audiences across the region-

SINGAPORE, May 28, 2026 /Kyodo JBN/ -- LALIGA has taken a strategic step in its expansion across Asia through a groundbreaking exclusive licensing and cooperation agreement with ALTAVA, focused on IP expansion and technology, which will see the development of an original football-themed webtoon for audiences in Japan, South Korea, and China.

The project will adapt LALIGA’s competitive narrative into a mobile-first digital comic format optimized for vertical reading, a dominant content standard in the region, combining weekly serialized episodes with the opportunity for short-form video adaptations for social media.

Through a story inspired by sports manga and featuring LALIGA’s clubs and players, the initiative aims to resonate with local audiences and deepen the league’s cultural roots in Japan, South Korea and China, becoming part of the region’s everyday entertainment landscape.

ALTAVA will lead production and commercialization, distributing the webtoon across leading platforms throughout South Korea, Japan, and China. In addition, the company plans to extend the digital IP through innovative fan experiences inspired by the webtoon.

The partnership will allow LALIGA to reach young audiences in Asia through the digital formats they use every day, deepening its connection in highly competitive markets such as Japan, South Korea and China.

Iván Codina, Managing Director of LALIGA in Southeast Asia, said: “Asia is one of the most dynamic and creative markets in the world for digital content. By working with ALTAVA, we are embracing a format that is deeply rooted in local culture and opening new ways for fans to experience LALIGA’s stories and stars. As the most followed football competition in the world, with more than 270 million followers globally, LALIGA continues to strengthen the digital ecosystem where, together with innovation and technology, it has become a global benchmark.”

Andrew Ku, CEO of ALTAVA, said: “LALIGA Webtoon introduces a new way for fans to engage with the league, one that feels relevant in today’s digital culture. Starting with the webtoon, ALTAVA will explore opportunities to expand across additional brand and fan touchpoints, allowing fans to experience LALIGA naturally in their everyday lives. Through this ecosystem of content and activations, ALTAVA aims to shape a new model of fan engagement for LALIGA.”

Further details regarding the official launch date and specific distribution platforms will be announced soon.

About LALIGA 

LALIGA is the largest football ecosystem in the world. It is a private sports association composed of the 20 public limited sports companies (SADs) and clubs of LALIGA EA SPORTS and the 22 of LALIGA HYPERMOTION, and is responsible for organising professional football competitions in Spain. LALIGA has over 268 million followers globally across social networks, on 16 platforms and in 20 different languages. With its headquarters in Madrid (Spain) it has the most extensive international network of any sports property and is present in 35 countries through 8 offices. The organisation carries out its social work through its foundation FUNDACIÓN LALIGA and was the world's first professional football league to establish a league for intellectually challenged footballers: LALIGA GENUINE Moeve.

About ALTAVA

ALTAVA is a technology-driven company operating across IP expansion, digital content, and consumer experiences. Originally launched as an AI fashion-tech company through the LVMH La Maison des Startups program, ALTAVA continues to collaborate with global brands by creating experiences that bridge digital and physical worlds. ALTAVA has worked with leading global brands including Prada, Fendi, Balmain, and Bvlgari, and has built a track record of extending digital IP into offline environments through projects on global platforms such as Roblox. In particular, the company has successfully delivered large-scale offline experiences that drive strong visitor engagement, demonstrating its ability to translate digital fandom into real-world impact. By integrating storytelling, technology, and commerce, ALTAVA continues to expand the boundaries of IP utilization and create new business opportunities across global markets.

Source: LALIGA