New deals | 26 AGO 2019

LaLiga creates a new wave of online football content through TikTok

  • New initiative through the social network has reached millions of fans in 42 countries.
  • Users have been taking part in 'keepy-ups’ challenge to celebrate the start of the new LaLiga Santander season.

For many fans, football content is expected to last 90 minutes. For others, it’s 90 seconds. The rise of easy-to-digest, online videos have changed viewing habits of millions and LaLiga is giving these supporters what they want thanks to a partnership with TikTok, the world’s leading social media platform for short-form videos.

Aware of the demand for short clips of goals, skills, celebrations and more, LaLiga was one of the early adopters of TikTok and the league’s account now has more than 340,000 followers. With many sporting competitions still not active on the platform, fans have had increased opportunities to discover Spanish football.

Now, thanks to the agreement between LaLiga and the most-downloaded social media app of the past year, fans will be able to enjoy even more tailored content. To celebrate the start of the new LaLiga Santander season a challenge was launched that uses a special filter for users to perform ‘keepy-ups’ with their head and a virtual ball.

This campaign, which has been launched with the hashtag #HolaLaLigaSantander, is the biggest football challenge to date to take place on TikTok and has received over 45 million views.

For LaLiga, the benefits of collaborating with the TikTok network are clear to see. Thanks to the new deal, the Spanish tournament has engaged users from a total of 42 countries.

“Being on TikTok is key for us because it allows us to reach millions of new users and to continue to position ourselves at the forefront of the entertainment industry,” Alfredo Bermejo, the Digital Strategy Director at LaLiga, explained. “We’ll be able to show that we have the best league in the world to many more users, spreading our passion for football.”

At TikTok, there is similar excitement at working with LaLiga. “Our collaboration with LaLiga is an excellent way to bring fans from the world of football to TikTok to share their more creative side and to demonstrate their connection with Spanish football,” said Noel Nuez, TikTok’s country manager for Spain.

The 2019/20 LaLiga Santander campaign is now underway and, with platforms like TikTok joining its promotion, the new season can be viewed, embraced and shared like never before.

© LaLiga - Año 2019
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New deals | 23 MAY 2019

LaLiga arrives on TikTok, the fastest-growing social network

  • There are already 500 million active users on the video platform giving Spanish football a significant new audience.
  • LaLiga will use its presence to increase visibility of Spanish clubs to young fans from around the world.