Since 2013, Relevent Sports has run the International Champions Cup, a series of summer matches between teams from the Premier League and other top European sides, held in overseas markets including Asia and North America. In August 2018, Relevent announced a partnership with La Liga under which a regular-season fixture would be staged in the United States. The proposal was compared to Game 39 in The Guardian by Ed Aarons, who speculated both that opposition from Spanish fans might stop Relevent's plan, and that Relevent might seek a similar arrangement with the Premier League.
