El Classico time changed for Asian audiences

For the first time El Classico between Real Madrid and Barcelona will kick off at lunchtime so that it can be watched on television by Asian audiences in the evening: Chasing Asian cash

La Liga is aware of the fact that it lags behind the Premier League in foreign television revenues with Asia the most lucrative market. However, another important motivation is to showcase sponsors. Last year Barcelona signed a €220m sponsorship deal over four years with Japanese online retailer Rakuten.

However, some analysts think that La Liga is missing a trick. It should exploit its cultural and linguistic affinities with Latin American audiences.

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The Political Economy of Football V2

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