Spanish top-tier soccer league LaLiga has agreed a three-year partnership with Dubai-based social media and streaming company Vuz that will see it become the league’s official immersive content partner in the Middle East and North Africa (MENA) region.

The partnership will see Vuz create and curate LaLiga content for the service that will utilize both virtual and augmented reality in order to engage fan interaction in new formats in the MENA region.

Vuz is a burgeoning tech startup in the region, boasting one billion screen views and multiple tech awards since its foundation in 2017.

Maite Ventura, LaLiga managing director for the MENA region, stated: “This partnership demonstrates LALIGA’s objective of reaching new and broader audiences while looking for innovative ways to engage with fans in the region. It is another example of LALIGA’s continued search for meaningful digital experiences with our fans.

“The MENA audience has shown remarkable growth as LALIGA ́s fastest-expanding fan base. The region's fervent football passion has been our driving force for years, as we tirelessly strive to bring our leagues closer to these dedicated fans."

The deal expands the league’s reach in the MENA region, a major target area for growth for the league and football in general. LaLiga is keen to develop connections and alliances with the region, specifically in the cash-rich United Arab Emirates, Qatar and Saudi Arabia, as it looks to compete commercially with the soccer behemoth that is the English Premier League.

The Vuz deal follows a number of deals for LaLiga in the region. Most prominently, in August the league named Visit Saudi, the tourist board of the Kingdom of Saudi Arabia, as an official global partner, with the Kingdom becoming the league’s official travel destination.