As part of LaLiga’s efforts to encourage fans to stay at home and to provide entertainment during this time of no football and of quarantine, a unique virtual festival was held on Saturday for more than 50 million people.
‘LaLigaSantander Fest’ was the first global charity festival held to raise funds to support the fight against the Coronavirus pandemic and, under the slogan of “Music and football together against COVID-19”, it brought together top musicians and footballers for the first time ever.
Artists such as Alejandro Sanz, David Bisbal, Luis Fonsi and Lang Lang performed from their respective homes as part of the online event, while players from the clubs of LaLiga Santander also took part. The event was organised by LaLiga and made possible thanks to the collaboration of Banco Santander, Universal Music, management firm GTS, LaLiga players and clubs and a host of the competition’s sponsors.
Aside from Santander, these included: PUMA, EA Sports, Budweiser, Rexona, BKT, LiveScore, El Corte Inglés, Samsung, Panini, Sportium, Deliveroo, Allianz, STIHL, Mazda, Danone, Marqués del Atrio, VITALDENT, Mail Boxes Etc. and RENFE.
Global audience leads to millions of medical supplies
The event was broadcast simultaneously via LaLiga social media channels, and through LaLigaSportsTV, the league’s global OTT platform, while the signal was also made available to LaLiga global broadcast partners. In total 50 international broadcast partners offered coverage of the concert, along with 70 social media accounts and as many media outlets. In total, the event could finally be seen in 182 countries around the world.
As well as providing entertainment to a global audience, ‘LaLiga Santander Fest’ raised €1,003,532. These funds will enable the purchase of 115 respirators, 1.4 million face masks, 12,595 sterile protective suits and 500,000 vonyl protective gloves, with a further donation of 1 million masks from Santander.
These supplies will be directed to those who need it most according to the Spanish government's health priorities in coordination with the country’s High Sports Council (CSD).
“LaLiga wants to support everyone who is in quarantine and, at the same time, raise money to buy medical supplies to deal with COVID-19,” explained Óscar Mayo, LaLiga’s Director of Business, Marketing and International Development. “We are very happy with the response received from all fronts. Footballers, clubs, artists and sponsors all joined together for this initiative.”
This concert continued the ongoing ‘LaLiga Se Juega En Casa’ campaign – which translates as ‘LaLiga Is Being Played At Home’ and has been created to provide ongoing entertainment for fans who remain housebound during this time. It follows other events such as the ‘LaLiga Santander Challenge’, an online FIFA20 tournament which was organised by eSports commentator and influencer Ibai Llanos and saw over €190,000 raised for UNICEF’s aid efforts.