One of the great structural objectives of LaLiga is to involve the public beyond the football games themselves and make the experience much more immersive. That is why they carry out massive advertising campaigns (not all with the same success) and add values beyond their own sport.
With this objective, the football association has partnered with Port aventura to create ‘The Beat Challenge’, a project in three phases that will culminate in the creation of a theme park dedicated to soccer.
The Tarragona venue will have a space dedicated to LaLiga in which the attractions They will be dedicated to the world of football, in general, and to the Spanish competition in particular, but first they will ‘warm up’ with two previous phases.
The first will be the creation of a mobile app and a themed restaurant inside the resort, whose opening is scheduled for the 2021-2022 season and which will start with the start of the next football campaign. Then it will unfold a LaLiga attraction within Port Aventura before culminating in a third phase that will feature a park in itself within the venue itself, with the LaLiga brand with its symbols.
The total investment will be about 160 million euros, according to figures managed by the competition itself.
The dream of Real Madrid’s Warner
It is not the first time that theme parks and football have come together, although it will be the first time that it culminates, if the LaLiga project comes to fruition.
One of the great dreams of Florentino Pérez was to create a Real Madrid amusement park. To do this, he came up with an association with the Warner park (Precinct of which ACS was a minority shareholder, with 2%, in 2002 when it was established) to dedicate a good space in Valdebebas for the creation of a thematic area for fans and peñistas.
In the 2004 Assembly of Commissioning Members, the Madrid president explained: “We must make the Ciudad Deportiva a destination for all children and adults on the planet who love this game.”
His subsequent resignation and the twists and turns of Real Madrid, both sporting and social, have put the project on hold for the moment, although it has never left Pérez’s mind, who dreams of doing something similar to what he did Ferrari in Abu Dhabi with the so-called ‘Ferrari World’.