La Liga's schedule is to change from next season, to accommodate live football programming for Asia's prime-time slots.
The Spanish football league's international strategy has been focused recently on adapting match times for viewers all over the globe, even at the expense of its domestic audience.
“There is a great thinking behind the schedules of each match; we have to decide times with regard to two or three continents,” explained La Liga president Javier Tebas during Sportel Asia.
“Current premium slots are 4pm (GMT+1) thinking of Asian audiences and 8.30pm (GMT+1) for the Americas. The other slots work well in Europe and Africa.”
Starting next season, La Liga will open an unprecedented time slot at 1pm (GMT+1) to reinforce its presence in the Asian market. “A new time slot to work on Asia's fans,” pointed out Tebas.