Barcelona vice-president Jordi Mestre has told Javier Tebas to take more care of the players who create the spectacle that allows him to sell La Liga's television rights in countries like China and the United States.
Tebas, the president of the Liga de Futbol Profesional (LFP), criticised Barca's players this week for their role in the scenes at the end of their stoppage-time win against Valencia at the weekend.
A bottle was thrown from the Mestalla stands as the Blaugrana celebrated Lionel Messi's late penalty and Tebas has said he was far from impressed with some of the players' conduct in the buildup to the object being launched.
In response to Tebas' remarks, Mestre told TV3: "I was in Valencia and on few occasions have I seen such a hostile environment on and off the pitch.
"What Tebas must do is make sure there's no violence in stadiums and not attack the players, who are the ones that provide the spectacle and allow him to sell La Liga's television rights in China, Asia and the United States.
"He's the [president] of La Liga and he should dedicate himself to taking care of the players."
Speaking at the LFP awards gala in Valencia on Monday, Tebas said "some of the conduct from some of the players is not what I like [to see]. I did not like what happened at the end [of the Barca game]."
In an interview with SportYou, Tebas added: "There are millions of kids watching. I would be ashamed to pretend [like they did]."
Neymar is the player at the centre of the complaints, with the Brazilian accused of provoking the Valencia fans in the buildup to the bottle-throwing incident.
The fan who threw the bottle told 99.99 Valencia Radio that he "saw how Neymar insulted and provoked all of those Valencia supporters that had supported the team until the end" but said he was not justifying his actions.
"Neymar was wrong to taunt the crowd," Valencia midfielder Dani Parejo told LaSexta. "The fan was wrong to throw the bottle, but so was Neymar.
"It's a difficult moment and not the time to provoke people. You may be happy because you're taking three points home with you, but do not think you have to antagonise others."
It has even escalated into a war between the local media in Valencia and Barcelona.
Valencia-based SuperDeporte dubbed Barca "Farca" on Monday, while Diario Sport's cover on Wednesday read: "A new campaign to discredit Barca. They're victims, not provocateurs."