Spanish football league LaLiga is known for its strategic move on localisation, which deploys delegates on each key market worldwide. Last September, alongside the start of its 90th season, it has appointed a new Japan delegate Guillermo Perez, who has previously worked in Nigeria in the same role. He has spoken to HALF TIME, interviewed by Yusuke Yamanaka, Editor in Chief.
Tell us a bit about your career background.
My background is mainly related to an international business development. I did my Bachelor degree in business with an international side, and MBA in the international commerce and business.
After the graduation, I have worked for Spanish embassy in Canada, supporting Spanish brands to implement their strategies in the Canadian market, and getting touch with Canadian partners to develop their exports to and investments in Spain. Later I had moved to Hong Kong for working at Spanish bank BBVA in its strategy department.
Then I had a chance to join LaLiga two years ago in the international strategy and development. With a big ambition, LaLiga has been developing in the recent years.
What made you move to LaLiga?
It was my dream. I was from Valencia, and I grew up as a Valencia fan. I have been always wanted to join LaLiga. Maybe some years ago it was more difficult to be part of the team, but a couple of years ago I knew LaLiga has started to develop the global team. I felt it was my field of expert in international businesses and perfect opportunity for me to try to join the team. Then luckily accepted by them, here I am.
To date, LaLiga has grown from 60 staff to over 600 with the presence in over 40 countries. We have people from New Zealand, Nigeria and United States, so it is a very international team and multi-discipline members, which is great. I’m very happy for the opportunity.
Your first position was a Nigeria delegate. What has brought you there?
When I have joined LaLiga, I knew the Nigeria position was open. Having a presence since 2016, Nigeria is one of the key markets in our international strategy. It is the biggest country in Africa and people love football there. In two years, I have learned a lot and it was an amazing experience.
In the case of Japan, I also knew the position was open. I have been really attracted by the market, and with the Olympics, it was even more attractive this year.
Tell us some of your initiatives in Nigeria.
We have developed a partnership with the Nigerian league by which we have trained more than hundred coaches in the four years. Also we have done the first public viewing in the country right before the (COVID-19) crisis, and people really enjoyed that.
We grow together with local football and local sport industry. Thus, the local partners and audiences appreciate our presence and what we do there. I would say the best memory in Nigeria is how welcoming the countries was with us, with our projects there.
What is your first impression working with Japanese stakeholders?
So far, I am really thankful. It is similar sense to the one as I was in Nigeria. I’m really thankful for the broadcasters and partners we have, including J-League to how they have adopted me as their new partner, colleague or friend. Communication is very fluent and it’s very easy to work with them.
You are working from home, in your home country. How is that so far?
It’s never been easy. This is mainly because I haven’t been in Japan yet. For example, in Nigeria, I was working from Spain for a few months, but it is okay because I already knew how things work there. I had been already there for two years. Thus, it was easier to make decisions.
The thing here is I haven’t had a chance to be in the country, though I have visited there personally as a tourist. However, I think it is a transition period. I hope I will be in Japan as soon as possible, and working on ground to start activating events to see how the market works.
Do you have any other comments on Japanese stakeholders?
For LaLiga, Japan is a very important market. It is a country where football is widely broadcasted and young generations are engaged, which is really good and we are happy to be part of it.
Local league is important, too. For us, it is a key to grow together with the local industry. For the Japanese football fans, we are looking forward to start activations again, just like public viewings in Tokyo in the past.
With top Japanese players like Inui, Okazaki, Shibasaki and Kubo, the 90th season of LaLiga is very exciting. I hope you just enjoy it.
