LALIGA and ALTAVA partner to launch original football webtoon in Japan, South Korea and China

The SpCCJ is proud to celebrate the partnership between LALIGA and ALTAVA GROUP to launch an original football webtoon across South Korea, Japan, and China.

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.”

Roger Royo, President of ESCCK and CBO of ALTAVA GROUP, stated: “This project represents exactly the direction we believe in: bringing together global IP, football, digital storytelling, and Asian content culture to create new forms of fan engagement.”

This is more than a content project. It is a bridge between Spain and Asia, between webtoon culture and one of the world’s leading football leagues.

All 20 Spanish clubs will be featured, creating new stories for audiences of all ages and bringing football idols closer to the next generation of fans.

Congratulations to LALIGA, ALTAVA GROUP, and all the teams involved in making this vision a reality.