Barceló Hotel Group and La Liga partner for new sports bar concept in MENA

Barceló Hotel Group has officially signed an exclusivity agreement with La Liga for a new entertainment concept, on September 29, 2020.

The new sports bar concept, named La Liga TwentyNine’s, pays homage to the year 1929, the league was formed.

The concept will be a technological integration of gastronomy, entertainment, football, and other sports in an interactive environment.

Óscar Mayo, business, marketing and international development director at La Liga said that the project is geared towards showcasing its commitment to international innovation and creation of new business value, which can be added to the league’s clubs.

“We are doing this hand in hand with strategic partners like Barceló Hotel Group that are globally recognised by their reputation of having deep experience in the hospitality and restaurant sector, to help take the concept of a traditional sports bar much further through unique user experiences,” he added.

Barceló Hotel Group operates 18 hotels in four countries across the MENA region.

“At the moment, we are evaluating new projects under management or rental, and are aiming to double the number of hotels in the region within the next five years,” said Jaime Buxó, chief development officer of Barceló Hotel Group.

The sports bar will have different zones with stands similar to those of La Liga stadiums, with the purpose of watching league games and other major sports on the surrounding screens.

Unique culinary experiences and special events with La Liga Santander ambassadors or clinics with coaches from LaLiga clubs will take center stage at most of these venues.

One of the biggest innovations dubbed “B-eat Experience,” a premium area with unique culinary experiences and 360 degree projections, will be created in limited capacity around the world.

Sara Ramis, chief marketing officer of Barceló Hotel Group, has said that the group is excited to be working on this new experimental innovation and believes that clients will enjoy this uniquely original concept linked to sports.