El Clásico has become a La Liga brand

The most important match in Spanish football has just become a brand owned by La Liga, which has created an ad hoc visual identity for an event that globally moves huge numbers - the last Clásico was broadcast to a potential audience of 700 million viewers and with actual viewers ranging between 85 and 100 million. The rivalry between two historic clubs in world football is one of the oldest in the world, with a total of 278 matches played. La Liga, which is one of the fastest growing leagues in the world, has decided to be even more universally recognisable: the matches of the Merengues against the Azulgranas will now have a defined visual identity that will emphasise the concept of "rivalry, strength, passion, technology, innovation, dynamism, spectacle and globality", according to the league's top management.

Ph: Planeta Fobal

Ph: Planeta Fobal

The debut of this brand is scheduled for October 24, but everything will start to be visible as early as the end of September when the digital and media promotional spots of the match between two European football powers begin. The "El Clásico" logotype will feature a unique typeface that has been defined by the designers as "energetic, with sharp angles and a sense of verticality that aims to express movement, dynamism and digital essence". In addition to the lettering, a crest has also been created that will serve as the game's icon.

Ph: Planeta Fobal

This will not be an isolated marketing operation on the part of La Liga, which continues to experiment with new methods of viewing and promotion. According to reports from the bodies representing Spanish football, there will be important activities similar to the branding of the Clásico, including matches such as El Gran Derbi (Sevilla vs Betis), El Derbi de Madrid (Real vs Atletico) and El Derbi Vasco (Athletic Bilbao vs Real Sociedad).