Since the launch of LaLiga Genuine Santander in 2017, the competition for players with intellectual disabilities has not stopped growing. Now in its third year, 36 clubs take part in the league, double the amount that joined its opening season.
This weekend Sevilla FC’s José Ramón Cisneros Sports City will host the start of the second phase of the 2019/20 season, which will see 18 teams taking part and displaying the sporting values that are key to this unique competition, which carries the motto “sharing before competing.”
To mark the event, LaLiga is launching the first official shirt of LaLiga Genuine Santander, designed from the shirts of each of its 36 participating clubs.
This forms the heart of the "Everyone’s Shirt" campaign, which LaLiga created alongside the McCann agency to demonstrate that this league and its players have a unique talent of being able to see beyond the colours of their own team.
The campaign will be launched with both 60 second and 20 second videos to tell the story of how the shirt was created, which involved players and seamstress Aloma Lafontana.
This will be complemented with pre-roll video advertising and digital display advertising, while replicas of the shirt will be sent to clubs, media and influencers from the world of football and the DI (intellectual disability) community.