Global Fútbol

LaLiga has become the first European league to launch a mini-programme inside of WeChat, one of the largest social networks in China.

The mini-programme is designed to be a central location for Chinese fans to grow their knowledge of Spanish football and share their experiences. By opening the mini-programme, WeChat users can receive current LaLiga news in Chinese, watch videos of classic LaLiga moments and access a ‘LaLiga Experience’ space featuring verified user images and memories from across the stadiums of LaLiga.

LaLiga continues to expand its digital presence in China and opportunities for further growth will be boosted by the signing of Chinese star Wu Lei by RCD Espanyol de Barcelona. Now, all Spanish clubs will have the opportunity to follow the league’s methods and create their own profiles in the country, improving the internationalisation of Spanish football.

To provide increased levels of engagement, the mini-programme allows users to select their favourite LaLiga team on their profile page and receive relevant notifications about match results and news. It will also offer a weekly predictions game with prizes on offer. By browsing through the gameweek fixtures and guessing the correct score, users can build points that are displayed on a weekly leaderboard. These points can later be exchanged for official LaLiga merchandise.

Mini-programmes have become a hugely popular feature of WeChat with over 1 million already created on the app. LaLiga’s presence here is an important part of its plans to improve access to Spanish football in China and to create a stronger following in the country. To help with these efforts, LaLiga broadcasters and sponsors in China will also display their offers through the mini-programme.

The WeChat app, developed by Tencent, has become a one-stop location for Chinese consumers to chat, consume news, book appointments and make payments. LaLiga already has a large brand presence on WeChat, where it provides daily news articles from the league.

To support the launch of the new mini-programme, LaLiga will be creating new posts in the ‘moments’ section of WeChat and providing a QR code to access the mini-programme directly.