LaLiga signs Migu to exclusive China rights deal through 2029/30

July 27, 2026 · Advanced Television

All 380 LaLiga matches per season will stream exclusively in Mainland China through Migu, starting with 2026/27 and running through 2029/30, under a deal signed at Migu's Beijing headquarters by LaLiga president Javier Tebas and Migu chairman Shen Wenhai. The rights package covers live broadcasts on a freemium model plus highlights, VoD and short-form clips, with LaLiga's international programming localised into Chinese. Wenhai called the tie-up a chance to improve broadcasting technology and fan services in China, while Tebas pointed to the profile boost LaLiga players got at the World Cup as reason to build on the market.

Sponsors and rights buyers targeting Chinese football audiences now negotiate through a single exclusive digital partner for the full four-year term. Migu's freemium split between free and paid tiers will shape how reach and engagement get measured, and its added VoD, highlights and clip content give brands more touchpoints around matches beyond the live window. The multi-season length locks in planning certainty through the 2029/30 season.