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WED 24 AUG 2022 | GLOBAL GROWTH
LaLiga expands its relationship with Migu in China and reinforces its growth strategy in Asia
LaLiga expands its relationship with Migu in China and reinforces its growth strategy in Asia
  • Migu, which will offer 380 LaLiga Santander matches, becomes an official sponsor of LaLiga in China until the 2024/25 season. Both parties will work together to develop and market merchandising products.
  •  LaLiga has teamed up with Streamline to create the LaLiga Plus app and offer all LaLiga matches in the Asian country. With this launch, LaLiga is the first major league to have a DTC (direct to consumer) solution in China.

LaLiga announces a six-year strategic partnership with Beijing based Streamline Media Technology, officially launching the LaLiga live streaming application in China: LaLiga Plus.

The DTC Exclusive Brand Dedicated Application solution, LaLiga Plus will connect Chinese fans to LaLiga Santander and LaLiga Smartbank starting this season. This APP will offer different packages to the fans through a freemium model combining free and paid matches. Fans will be able to enjoy all 380 matches of LaLiga Santander and for the first time in China, all 462 matches and promotion play-offs of LaLiga Smartbank will be available to the Chinese fans as well. With this launch, LaLiga is the first among the major leagues to have a DTC solution in the country.

“Brand Dedicated Application is the future of sports broadcasting. Technology is playing an increasingly important role in the world of sport. This is a strategic agreement and a firm commitment to innovation in a country as important to us as China”, said Javier Tebas, president of LaLiga.

Laliga has been continuously dedicated to offering an interactive viewing experience to all its fans in China. The partnership with Streamline enables LaLiga to connect with Chinese fans through a deeper and more profound relationship. By immersing fans in the LaLiga culture, which will be an all new immersive experience by integrating sport, technology and IP derivatives, targeted to build an comprehensive showcase for LaLiga delivering its full excitement and passion.

"I couldn’t ask for a better partner, a world class sports brand like LaLiga, who shares our vision of how we believe sports will be brought to audiences in the future. LaLiga Plus will be a significant game changer in the sports entertainment industry and I am optimistic we will soon be able to announce partnerships with other major sports brands and IP’s.", said Marco Weber, Chairman, CEO and Founder of Streamline.

The two parties will work closely on delivering a more immersive LaLiga game viewing experience to all Chinese fans.

"LaLiga Plus is the core of our strategy in China for the next years. This is a first step of a complete ecosystem we are building to provide new and unique experiences and new products to fans. Together with Streamline, we are investing in technology, fan experience and increasing value for our brand and business", said Sergi Torrents, LaLiga’s managing director in China.

LaLiga renews partnership with Migu until the 2024/25 season

LaLiga and China Mobile Migu have signed an agreement, by which the platform will broadcast all 380 LaLiga Santander matches, until the end of the 24/25 season, where LaLiga has been broadcasted during the last two seasons. In addition, Migu becomes an official sponsor of LaLiga in the country for the next three seasons, and and both brands agree on a merchandising product development strategy to be marketed through the various channels of Migu Video and China Mobile.

The signing of the agreement will make LaLiga Santander available on Migu Video’s ecosystem through a freemium model, which combines six free matches and four paid matches per matchday, following the same model by LaLiga Plus.

"For LaLiga it is key to work together with the major audiovisual operators in China and the extension of our agreement with Migu shows us that we are going in the right direction. We are convinced that, thanks to this alliance, we will be able to reach more fans in the country and do so in the best possible way,” Torrents concluded.

Thanks to this agreement, LaLiga expands its reach for fans in China with an option in addition to LaLiga Plus, the platform announced ahead of the start of the current season, and which will rebroadcast all matches from the top two divisions of the Spanish championship.

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