It's no more just about Real or Barca breaking records: La Liga India head

Jose Antonio Cachaza, MD, LaLiga India, dwells on his team's digital strategy to reach fans in remote villages that even courier companies don't reach

Spanish football's top division, La Liga, opened its first office in India in 2016 with the aim of popularising the league in a huge, yet largely untapped market. Jose Antonio Cachaza, Managing Director, LaLiga India tells Chirinjibi Thapa that the deep roots of social media in India and avid following of Real Madrid and FC Barcelona among fans helped La Liga India's team tide over the challenges they faced in the last three years. Edited excerpts:

What has La Liga India's experience been in the past three years? What have your biggest achievements and challenges been?

When an international sports