After cases of racism, LaLiga announces visual change – 05/06/2023 – Sport

After cases of racism involving Vinicius Junior and the repercussions caused, LaLiga presented a new visual identity, under the motto “the strength of our football”.

The disclosure text, sent by the press office of the entity that organizes the Spanish Championship, speaks of reaffirming “the competition’s commitment to having a positive impact on society”.

The brand change dossier and what it calls a “new era” in football in the country, however, mentions racism only once. The report highlights that LaLiga is the “largest football ecosystem in the world, with the most extensive international network among all sports properties, present in 41 countries through 11 offices, and with sustained growth in all areas over the last 10 years” .

The total collection of first division clubs was 4.8 billion euros (R$ 25.3 billion at current exchange rates) in 2020.

Last month, Vinicius Junior, Brazilian striker for Real Madrid, complained about being insulted and called a “monkey” during the game against Valencia, which was interrupted by the referee. These attacks led the Public Prosecutor’s Office to open an investigation into “hate crime”, a criminal category that, in Spain, includes racial crimes.

It was the 10th time that the Brazilian has suffered racial attacks in the last two years. Seven people were arrested by Spanish police. Three of them related to offenses in Valencia. After deposition or payment of bail, all were released.

After the incident, Tebas responded on Twitter to the Brazilian, insinuating that he was being manipulated and seeming to downplay the episode. Vinicius went on the attack, contested the manager, posted videos and messages reinforcing cases of racism in Spanish football. Thebes apologized.

He then started a media blitz to try to lessen the damage to the league’s image and the disclosure of the new visual identity, with also the change of the tournament’s logo, is part of that.

“Spanish football is not racist. Spain is not racist,” he said. Shortly after, he stated in a press conference that he had never committed acts of racial discrimination in his life.

The director confessed his concern with the image of the tournament, accused of being complacent with racist acts and having only acted when sponsorships began to be threatened.

“Of course I’m worried [com a imagem]. If he wasn’t, he’d be out of his mind. We will work to resolve this image. I’m worried and we have work to do. In life, sometimes we get hit.”

The day after the match in which Vinicius Junior was harassed, Santander, the main sponsor of the championship, issued a short statement. “Santander vehemently repudiates any manifestation of prejudice or racism and supports a quick solution”, read the full message. Last year, the bank had announced that it would not renew its contract with the competition. Game company EA Sports, which will be the next sponsor, did not comment on what happened.

He claims that LaLiga has the power to apply punishments to clubs and players in cases of discrimination, a prerogative that today belongs to the Royal Spanish Federation and the country’s Justice.

For the brand’s publicity campaign, the visual change is an evolution and it is “another symbol of the change that is taking place, an evolution anchored in the transformation of LaLiga into something for everyone, and in the positive transforming power of football in society” , completes the entity text.