LaLiga North America, the joint-venture between the Spanish soccer league and Relevent Sports Group, has hired PATRICK LOWE as its new head of sales. Lowe, who was most recently the global partnerships sales manager at LaLiga’s headquarters in Madrid, will lead all commercial efforts in the U.S. and Canada across a range of LaLiga-related properties, including digital and social content, experiential and events, and sporting development projects. Prior to joining LaLiga, Lowe had spent five years as the national sales manager in the U.S. and Canada for Generation Adidas Int'l, which provided a platform for Adidas’ U.S. and Canadian partners to work with the brand's other international club and federation partners. He will report directly to LaLiga North America CEO BORIS GARTNER, and will be based in the joint venture’s N.Y. office. His start is effective immediately.
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