Focus

In 2017, Theresa Tran partnered with La Liga’s U.S. expansion office to grow awareness and engagement for the league in the American market. The initiative aimed to position La Liga as a cultural and sporting touchstone for U.S. soccer fans.

Execution

Tran led strategic press outreach, coordinated with league executives, clubs, and players, and activated social and event campaigns to drive earned media. Key moments included the El Clasico Miami match between FC Barcelona and Real Madrid at Hard Rock Stadium and the La Liga Promises international youth tournament.

Cultural Impact

The program increased visibility for La Liga in the U.S., connecting American audiences to the league’s global stars and fostering a deeper appreciation for soccer culture through high-profile events and media coverage.