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La Liga chases Asian cash with early Clasico start

Madrid, Tuesday @PeopleSports11

For the first time, Spanish football’s showpiece event, El Clasico between giants Real Madrid and Barcelona, has been scheduled for a lunchtime kick-off 1200GMT (3pm Kenyan time) on Saturday as La Liga seeks to capture Asia’s attention and its cash.

“We are keen to provide our fans in Asia the opportunity to watch Real Madrid and Barcelona face off at a time that is convenient to them,” La Liga’s Chief Communications Officer Joris Evers told AFP.

With a potential television audience of 650 million people, according to La Liga, El Clasico is the most watched club match around the world thanks to its unique mixture of star protagonists and a fierce rivalry fostered over decades both on the field and off it by the distinct cultural differences between Catalonia and Madrid.

“It is the ideal shop window, the marquee match to show to people Spanish football,” Jose Maria Gay de Liebana, professor of economics at Barcelona University and an expert in Spanish football finances, said to AFP.

However, it is not just a boom in lucrative television rights that La Liga and its two biggest clubs are seeking with an early start this weekend, but a showcase for all of their lucrative sponsorship contracts. -AFP

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