LALIGA has presented tonight in Madrid the new strategy and corporate image that aims to attract the youngest public by applying technology during the broadcast of the matches. The organization chaired by Javier Tebas has also released its new application that seeks to capitalize on all the social part generated by the competition.
At the Netflix facilities located in the Madrid town of Tres Cantos, LALIGA has presented its new strategy for the following seasons in front of more than 500 guests. The event presented by the actor Álvaro Morte has not lacked directors of first and second division clubs, ex-soccer players, sponsors and influencers. Javier Tebas, president of the organization, has focused on the team of more than 600 people who work at LALIGA and has presented what they call “the new era” that has a clear technological focus with the aim of attracting the youngest.
Electronic Arts new sponsor
After Banco BBVA and Santander, a company that develops and distributes video games comes as a sponsor, with the famous FIFA among its main titles. The names chosen for the first division are “LALIGA EA Sports” and for the second division they have chosen a name that is practically unpronounceable for the vast majority of Spaniards, LALIGA HYPERMOTION. In different videos the organization has shown how the broadcasts of the matches are going to change completely with graphics reminiscent of the video game. We’ll see player hot zones, more stats, and animations when certain events occur throughout matches. In short, a formula that seeks to attract the gaming public that spends hours and hours playing FIFA but until now had not been hooked on the national competition.
The agreement with Electronic Arts will mean nearly 150 million euros for the American company at a rate of 30 million per season for five years. In addition to the name, the company will seek to promote Esports thanks to the international brand that the Spanish soccer competition has. There will also be changes in LaLiga Promises, which will be renamed FCFutures (EA program linked to childhood) and ElaLiga will be renamed LaLiga FCPro
Managers have also shared figures achieved in recent years. Audiovisual rights have increased by 124%, commercial income by 389% while followers on social networks have skyrocketed by nearly 4,200%. At the level of global presence, LALIGA is already in 90 countries and has a total of 700 employees.
The App will not only serve to see the results
Another of the announced innovations has to do with the new application that will be available from July 4. Until now, the application was oriented to see the results of the matches. From now on, the app will offer a more personalized experience and will include exclusive content before, between and after the matches. They will also add a social plugin to seek maximum user engagement. It must be clear that LALIGA has invested a significant sum of money in the development of said application, but it competes directly against TikTok and other platforms that bring together 99% of the social component generated by football matches. It seems very complicated that the football body is going to be able to position itself among so many competitors.
Finally, Javier Tebas recalled that thanks to the injection of capital from CVC, the stadiums will be better, the experiences will be better and, ultimately, the fans will enjoy football more. Time will tell us if the manager was right or not.
