Emerging Tech, Data & Media , OTT & Digital

La Liga’s new reality talent show bids to find next Neymar

Bravo! programme bidding to engage Gen-Z and find next Brazilian star.

by Steven Impey

La Liga’s new reality talent show bids to find next Neymar

La Liga, Spanish soccer’s top flight organising body, has partnered with Brazilian athlete marketing firm Grupo LX to launch a new digital reality show targeted at 16 to 19 year olds living in Brazil.

Designed to find the nation’s next young soccer star, the Bravo! programme will invite subscribers to enter a competition via a newly created Bravoreality website, and share homemade videos showcasing their skills.

Following submission, 900 entrants will be selected for trials at a training centre in São Paulo, of which 78 will then be chosen to take part in a team knockout competition for the opportunity to train amongst elite La Liga soccer academies in Spain.

While the programme represents a platform for La Liga to keep tabs on upcoming South American soccer talent, it will also open up a new avenue to connect with younger fans in the Brazilian market, which is home to more than 30 million people who follow or take part in soccer.

Dayyán Morandi, president of the LX Group, said: “When Grupo LX and La Liga designed the project, it was to demonstrate to the Brazilian soccer industry the importance of professionalising grassroots football. We need to attract investment, train professionals and develop new management methods to help access to professional football across all categories.”

Tero, a web developer responsible for building the Bravoreality platform that will make this initial selection of successful players. Registration to enter the show opens on 1st December.

Bruno Pessoa, co-founder of Tero, said: “We have created a democratic evaluation method that enables the participation of young people from all over Brazil, because we want to reach the best talent available. We will be able to do this on a more agile scale, providing real opportunities for all subscribers.”