Introduction Soccer in the United States is not as popular as it is in Europe. However, the growing popularity can be seen as an opportunity to be exploited. In Europe, soccer is a lucrative industry making billions of dollars per year. While most of this income is derived from broadcasting and other media deals, match days are also a critical revenue generator. Such a point is proven by the fact that the El Clasico match played in Miami’s Hard Rock Stadium was sold out and made history as likely the highest-grossing football event. The idea to bring LaLiga, Spain’s top league, to North America has been informed by such record-breaking events. The potential to make billions from the proposed International Champions Cup (ICC) has convinced the Relevent’s leadership that such a move is a wise one. This case study focuses on Relevent’s joint venture with LaLiga and seeks to present a SWOT analysis and market segmentation analysis. Background of the Problem Relevent wants to bring Spanish soccer to America in a deal that will see both the company and the individual clubs rake in millions of dollars from the new market. However, the efforts are not succeeding because Relevent cannot get clubs to commit to the proposal. FC Barcelona backed out even after being among those clubs supporting the proposed LaLiga matches in North America. Relevent, therefore, cannot proceed with the arrangements, at least not for the current season. The major problem, as explained by Barcelona’s leadership, is getting all stakeholders to agree. The plans are to host official matches in North America meaning that one club will be set to miss a home Match. Such an arrangement does not go well with fans, most of whom have bought season tickets. The number of bodies and organizations that need to agree on the proposal is simply too many to allow such initiatives to take place with ease. The problem faced by the new joint venture between Relevent and LaLiga is largely a cultural one where clubs and indeed the football industry in Spain and Europe are unwilling to change their modus operandi. An example of the inflexibility of European football leagues is given with the mention of how the English Premier League rejected the ‘Game 39’ initiatives that would have seen English clubs play an additional league match in neutral venues outside of the UK. The stark cultural differences between the American and European sporting institutions is manifested by the fact that the American professional sports leagues have been undertaking such initiatives since 1990 when the NBA played its first season game in Japan. The executives at Relevent may have seen such an anomaly as an opportunity to be exploited but they might have downplayed the strong cultural factors guiding the European professional sports. The possibility of bringing Spanish soccer to America remains among Relevent’s executives. However, such is a dream that will require a serious consideration of all stakeholders and, most importantly, the sporting culture of Europe. In the SWOT analysis and market segmentation analysis presented herein, the focus will be on the joint venture and its environmental success factors. The assumption, however, will be that besides backing out of the proposed match, Ba