LaLiga has promoted Leticia de Zuloaga to the role of international managing director, reinforcing its commitment to global expansion.
In her new position, de Zuloaga will lead the league’s international operations, overseeing its network of offices and delegates worldwide. The appointment reflects LaLiga’s growing focus on expanding its presence beyond Spain, particularly in a competitive landscape shaped by rising demand for audiovisual content, strategic partnerships and global football consumption.
De Zuloaga steps into the role with a mandate to align operations, positioning and strategy as LaLiga continues to scale its international footprint. The organization, led by Javier Tebas, has made international growth a central pillar over the past decade.
“LaLiga has built a strong international presence in recent years, with significant growth potential at the intersection of sport and entertainment,” de Zuloaga said. “I take on this responsibility with the ambition to further drive that journey in a coordinated way aligned with the organization’s global vision.”
She brings more than 16 years of experience across communication, marketing and entertainment. De Zuloaga joined LaLiga as chief communications officer in June 2023. Prior to that, she led communications for Amazon Prime Video and Amazon Music in Spain and Portugal for over four years, and previously held a senior marketing role at Sky.
Earlier in her career, she spent eight years at Marco, where she led the entertainment division and worked on major industry projects including the launch of Netflix in Spain, alongside campaigns for The Walt Disney Company, Mattel and Activision Blizzard.
LaLiga currently operates eight international offices and a network of 30 delegates, maintaining an active presence in more than 100 markets worldwide.