FORMER MANAGING DIRECTOR of La Liga India, José Antonio Cachaza, has published a book titled “Breaking into Cricketland: A Spanish Executive’s Attempt to Sell Football in India” based on his experience in the country leading the Spanish football league’s expansion here.
Reflecting on the telling of his story, José says, “This book is, at its core, a love letter to the game of football and, more importantly, to India and its people—the friends and colleagues who opened their hearts to me and turned a vast, complex country into my second home. It is a tribute to their uniqueness and spirit, which taught me more than any boardroom ever could. I hope the reader takes away the realisation that no matter how big the brand or the business, success always begins with human connection; to truly understand a market, you must first try to become one of them. That’s exactly what I did.”
José Antonio Cachaza, in the summer of 2023, concluded a transformative seven-year tenure leading LaLiga’s operations in India. Tasked with promoting Spanish football in a nation dominated by cricket, he specialised in building a brand presence from scratch—an assignment without an instruction manual that required navigating a complex and unique market, a media release said. Currently living in Madrid, he now focuses his professional legacy on writing, teaching, and providing consultancy to sports authorities and corporates.
