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The LaLiga Newsletter

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    LaLiga coaches resume sporting development programmes in China
    MON 16 NOV|FOOTBALL PROJECTS
    LaLiga coaches resume sporting development programmes in China

    • Through its long-standing partnership with the Chinese Ministry of Education, LaLiga is reactivating its training projects and talent selection campuses across the country.
    • The Spanish coaches will form part of the new ‘Mantianxing’ project started in 2020 which aims to promote educational centres with the best standard of football. 
    The new-look Estadi Ciutat de València stadium brightens Levante UD’s future
    MON 16 NOV|FOOTBALL PROJECTS
    The new-look Estadi Ciutat de València stadium brightens Levante UD’s future

    • Installation of a new roof, new lighting and new video scoreboards have turned the venue into one of the leading stadiums in LaLiga and Europe.
    • As part of this redevelopment project, new commercial opportunities will be available to the Valencia-based club.
    LaLiga Global Partner Budweiser: Industry ‘underreacting’ to long-term issues of the pandemic
    MON 16 NOV|INNOVATION
    LaLiga Global Partner Budweiser: Industry ‘underreacting’ to long-term issues of the pandemic

    • The global beer brand assessed its partnership with LaLiga and explained how a content-led approach has helped to maintain fan engagement.
    • Exclusive interviews with star LaLiga players have created impact around the world and promoted the brand’s ‘Be a King’ message.
    Elche CF eyes expansion in Japan with SFIDANTE Int. sponsorship agreement
    MON 16 NOV|NEW DEALS
    Elche CF eyes expansion in Japan with SFIDANTE Int. sponsorship agreement

    • The Japanese company will have visibility on the left sleeve of the Elche shirt, as well as inside the club’s Martínez Valero stadium
    • In taking this latest step, Elche CF seeks to increase its presence in Japan and gain followers in the country
    Choosing the right kits for commercial impact: Secrets from LaLiga clubs
    MON 16 NOV|GLOBAL GROWTH
    Choosing the right kits for commercial impact: Secrets from LaLiga clubs

    • Clubs spend up to a year on the choice of kits, working towards a design that will increase sales both locally and internationally.
    • Granada CF, Real Valladolid and Villarreal CF explained the selection processes for new kits, as well as the key decision makers, the role of social networks, economic impact and the promotion and launch phases.
    How LaLiga North America is engaging local fans through content
    MON 16 NOV|GLOBAL GROWTH
    How LaLiga North America is engaging local fans through content

    • From its new studios in Mexico, 14 weekly shows are created in English and Spanish, adapted for specific audiences and channels.
    • LaLiga North America CEO Boris Gartner explained the short- and long-form content strategy and collaborations with partners to achieve greater visibility.
    How local partnerships enable LaLiga’s growth in Japan
    MON 16 NOV|FOOTBALL PROJECTS
    How local partnerships enable LaLiga’s growth in Japan

    • A memorandum of understanding was signed between LaLiga and the J.League in 2017 and was recently extended to 2023.
    • The two leagues, which share a mutual partner in DAZN, are focused on broadcast innovation and digital growth.
    Real Betis launches ‘Forever Green’, a sustainability platform for companies through football
    FRI 30 OCT|FOOTBALL PROJECTS
    Real Betis launches ‘Forever Green’, a sustainability platform for companies through football

    • The club, the Government of Spain and LaLiga have presented a unique initiative to promote environmental action among businesses.
    • United Nations and Amazon are among those to endorse the programme. 
    Introducing eLaLiga Santander Fan Cup, the international eLaLiga tournament
    FRI 30 OCT|GLOBAL GROWTH
    Introducing eLaLiga Santander Fan Cup, the international eLaLiga tournament

    • The all-new international tournament programme using EA SPORTS FIFA 21 has been devised by LaLiga and EA Sports.
    • The tournament will take place in 16 countries across Asia, the Americas, Africa and Europe.
    LaLiga appears for the first time in Kantar's BrandZ ranking of Spain’s most valuable brands
    FRI 30 OCT|GLOBAL GROWTH
    LaLiga appears for the first time in Kantar's BrandZ ranking of Spain’s most valuable brands

    • The study, conducted by Kantar, ranks LaLiga at 12th in the table
    • LaLiga is categorised as an entertainment company and is the only sporting organisation to feature in this ranking.
    More than 50 LaLiga ProPlayer footballers are studying in the United States
    FRI 30 OCT|FOOTBALL PROJECTS
    More than 50 LaLiga ProPlayer footballers are studying in the United States

    • For the second year in a row, players from LaLiga Santander and LaLiga SmartBank academies have been given the chance to study and compete at American universities.
    • Over $5m in funding has already been secured for young players from across Spain. 
    How Sevilla FC is boosting its global brand with an ambitious strategic plan
    FRI 30 OCT|GLOBAL GROWTH
    How Sevilla FC is boosting its global brand with an ambitious strategic plan

    • The club has defined a new brand strategy and created a new identity that will promote the brand’s expansion in domestic and international markets.
    • As part of its new strategic plan, globalisation, digitalisation and transformation will be key drivers for boosting revenues.
    How LaLiga rolled out the red carpet for ElClásico
    FRI 30 OCT|GLOBAL GROWTH
    How LaLiga rolled out the red carpet for ElClásico

    • In the build up to the game, giant installations were laid out at seven iconic global locations, from London to India to Australia.
    • Over 100 global activations took place to help fans enjoy the game, with viewing parties held across Africa, Asia and the Americas.
    LaLiga is the first European sports competition to join Twitch
    FRI 30 OCT|NEW DEALS
    LaLiga is the first European sports competition to join Twitch

    • Original programming and content will be published to the streaming service 
    • LaLiga will also develop new collaboration strategies for Twitch’s global community of superfans
    How Athletic Club is strengthening its social and environmental commitments
    FRI 30 OCT|FOOTBALL PROJECTS
    How Athletic Club is strengthening its social and environmental commitments

    • Recent environmental agreements have been struck with local organisations, establishing the club as a reference point.
    • A target for the club to become 100% sustainable has seen environmental issues become one of the Athletic Club Foundation’s key areas.
    LaLiga and El Club del Deportista launch Players, a trailblazing app for footballers
    FRI 16 OCT|INNOVATION
    LaLiga and El Club del Deportista launch Players, a trailblazing app for footballers

    • The tool will provide essential pre-match information, personalised statistics on physical and technical performance, heatmaps and photos for post-match analysis and sharing on social media.
    • The app can also be used to organise premium lifestyle requests, such as booking restaurants, renting a car or buying luxury items. 
    How LaLiga is bringing data to the heart of its match broadcasts
    FRI 16 OCT|AUDIOVISUAL
    How LaLiga is bringing data to the heart of its match broadcasts

    • New graphics for this season reveal insights into set-pieces and patterns of play.
    • Using Mediacoach, LaLiga gathers real-time information about all players on the field which can be quickly converted into broadcast visuals.
    CD Leganés aims to cross new borders with reinforced international department
    FRI 16 OCT|FOOTBALL PROJECTS
    CD Leganés aims to cross new borders with reinforced international department

    • The Madrid club has added new experts to the team to increase global presence.
    • The United States, Mexico, India, China, Japan and Morocco are its target markets.
    TikTok's new trends have a football flavour
    FRI 16 OCT|GLOBAL GROWTH
    TikTok's new trends have a football flavour

    • The platform has become a primary resource for reaching younger fans.
    • Success of recent campaigns by LaLiga and clubs shows that football fever is growing on TikTok.
    How LaLiga is reducing access to pirated content
    FRI 16 OCT|AUDIOVISUAL
    How LaLiga is reducing access to pirated content

    • Viewing of illegal football content in Spain dropped by 19% in one year, the biggest drop of any sector monitored in a recent study.
    • LaLiga is protecting its content and those employed by professional football through legal efforts, working groups, technology, communications and integrity teams.
    LaLiga and Liga Portugal extend collaboration until 2023
    FRI 16 OCT|FOOTBALL PROJECTS
    LaLiga and Liga Portugal extend collaboration until 2023

    • The leagues will continue collaborating on economic control, new technologies, integrity and security.
    • Three-year extension agreement underlines LaLiga’s support for the Spain-Portugal bid for the 2030 Football World Cup.
    The Monchi method: Secrets from football’s most famous sporting director
    FRI 16 OCT|INNOVATION
    The Monchi method: Secrets from football’s most famous sporting director

    • The Sevilla FC director explained how better use of data leads to recruitment success.
    • Monchi also detailed how the club’s research and development department is making the process of identifying new players more streamlined and effective.
    The promoted clubs of LaLiga SmartBank are planning beyond just survival
    WED 30 SEP|PRESIDENTS
    The promoted clubs of LaLiga SmartBank are planning beyond just survival

    • UD Logroñés, FC Cartagena, CE Sabadell and CD Castellón won promotion at the end of the 2019/20 season.
    • While in the competition, the promoted sides aim to grow their fanbases and infrastructure.
    LaLiga, Motorpress Ibérica and LVP combine to create Innovation in Sports Management Course
    WED 30 SEP|GLOBAL GROWTH
    LaLiga, Motorpress Ibérica and LVP combine to create Innovation in Sports Management Course

    • Accredited by LaLiga Business School, the course will be taught over a duration of five weeks.
    • It will cover the main areas of interest for the present and future of sport, including transforming management models and innovation.
    LaLiga arrives on IQONIQ app to bring new digital experiences to global fans
    WED 30 SEP|NEW DEALS
    LaLiga arrives on IQONIQ app to bring new digital experiences to global fans

    • IQONIQ fan engagement app will provide exclusive content and experiences from LaLiga, adding to the range of sporting competitions it already offers.
    • Three-year agreement will help to grow LaLiga’s global audience and deepen engagement with the competition. 
    Villarreal CF opens academy in Canada to continue international expansion
    WED 30 SEP|FOOTBALL PROJECTS
    Villarreal CF opens academy in Canada to continue international expansion

    • The Yellow Submarine now has 22 academies or affiliate schools around the world after the opening of a site in Montreal.
    • Focusing on youth football, the club continues to support local communities, expanding its brand and international following. 
    Valencia CF puts local tech innovations on the map with VCF Innovation Hub
    WED 30 SEP|INNOVATION
    Valencia CF puts local tech innovations on the map with VCF Innovation Hub

    • The club has signed an agreement with Startup Valencia to promote the city’s renowned entrepreneur community.
    • Initial focus will be towards sporting innovations from medicine to smart stadiums.
    Introducing LaLiga TwentyNine’s, a new sports bar concept that disrupts the world of entertainment and hospitality
    WED 30 SEP|GLOBAL GROWTH
    Introducing LaLiga TwentyNine’s, a new sports bar concept that disrupts the world of entertainment and hospitality

    • The new LaLiga project combines gastronomy, leisure, technology and sport to grow the image of the competition around the world.
    • Several site openings are already planned thanks to strategic partners such as Barceló Hotel Group, which has signed an exclusive agreement to develop the project in the Middle East and North Africa (MENA).
    Atleti Territory: Telling the story of Atletico de Madrid through immersive digital experiences
    WED 30 SEP|INNOVATION
    Atleti Territory: Telling the story of Atletico de Madrid through immersive digital experiences

    • Through this ambitious project, Atlético de Madrid invites football fans to learn about the club’s history in a unique way.
    • Located at the Wanda Metropolitano stadium, the new space boasts a number of immersive experiences using the latest technology. 
    Giant footballs and global social media challenges mark the launch of new LaLiga season
    FRI 18 SEP|GLOBAL GROWTH
    Giant footballs and global social media challenges mark the launch of new LaLiga season

    • Six countries across four continents hosted 3.5-metre replicas of the official Puma match ball to engage international fans.
    • Tens of millions, including celebrities such as Eva Longoria, have participated in the #ViveLaLigaSantander campaign across social media.