Boris Gartner, the CEO of LaLiga North America sat down with CBS Sports last week ahead of the Madrid Derby to share his goal of creating content for all the kind of audiences and explained how difficult it is to expand the brand of one of the top five European soccer leagues into North America as the sport continues to grow in the region.

Gartner explained how they started, what they have done successfully in the past years and what they are working on, which will include reaching a much broader audience with a new generation of fans that will require a new vision. 

"We have LaLiga branded content for all platforms, we need to figure out more and more who is our audience and create content in different ways. There are fans playing eSports with LaLiga clubs but never watched a real game," Gartner said.

As Gartner pointed out, identifying his audience in North America is his chief priority because once you have that sorted, you will be able to cater your content for their consumption. It sounds simple enough, right? But the North American audience comes from all different walks of life which can produce some obstacles and challenges along the way. 

"There are some common points between the U.S. and the Mexican audiences. We started from the U.S. because 65% percent of our audience from this area is from Mexican descent. Then we also expanded to Mexico and Canada as well," Gartner said. "We need to be careful about the fact that there are many differences between the first generation of immigrants and the second and third generation of immigrants. There is no single strategy for the whole audience that consume LaLiga content, that's the point. LaLiga fans based in the United States are primarily Hispanic but our focus is also on the general market that can open new doors for us in the next years."

The American market may prove to be a challenge, but once you crack it, Gartner says it can be "a great opportunity." It's why they are pouring in money to invest and with the help of a 15-year agreement struck with Relevent Sports Group last June on a strategic venture to help strengthen its commercial operations and presence in the region. Relevent, co-founded by Miami Dolphins owner Stephen Ross, is the group behind the International Champions Cup matches staged most notably in the U.S. and in the Asian markets.