LaLiga signs Altava to build webtoon fan play in East Asia
LaLiga has struck an exclusive licensing deal with Singapore-based Altava to develop a football webtoon targeting fans in China, Japan and South Korea.
LaLiga has partnered with Singapore-based technology firm Altava on an exclusive licensing agreement to develop and commercialise a football-themed webtoon designed to deepen fan engagement in China, Japan and South Korea.The agreement reflects LaLiga’s continued push to build digital IP beyond live match rights, using a mobile-first storytelling format that is native to key East Asian markets and increasingly attractive to younger audiences.Altava will lead production and commercialisation of the webtoon, which will be published as weekly serialised episodes designed for vertical, mobile-first consumption.The partnership also includes scope to expand the project into short-form video adaptations, creating a wider content pipeline that can travel across social platforms as well as dedicated webtoon distribution channels.Ivan Codina, LaLiga’s managing director in Southeast Asia, said: “By working with Altava, we are embracing a format that is deeply rooted in local culture and opening new ways for fans to experience LaLiga's stories and stars … LaLiga continues to strengthen the digital ecosystem where, together with innovation and technology, it has become a global benchmark.”Altava plans to distribute the finished webtoon across platforms in China, Japan and South Korea, with the commercial plan built around local market reach rather than a single global outlet.The companies also intend to use the webtoon as the creative foundation for new fan experiences, signalling a broader activation strategy that can extend into digital collectibles, interactive formats and other technology-led engagement products.LaLiga already operates on-the-ground in China with offices in Beijing and Shanghai, giving it local market presence to support partner execution, brand protection and the packaging of sponsor activations around new digital formats.The deal also complements LaLiga’s existing broadcast and streaming footprint across the three markets, where live rights are already distributed via established media partners.Broadcasters in the region include Migu and CCTV in China, U-Next and DAZN in Japan, and Coupang Play in South Korea, providing LaLiga with multiple touchpoints to link narrative storytelling with live match consumption.The webtoon format offers LaLiga a way to build character-driven storylines and club narratives that are less dependent on match schedules, helping the league stay present between fixtures and outside European kick-off times.It also creates new licensing inventory that can be monetised independently of traditional media rights, a strategic priority for rights holders facing increasing competition for attention and more fragmented viewing habits.Next steps are expected to focus on creative development, platform distribution agreements in each market and the build-out of a commercial activation plan around episode releases and potential video adaptations.