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Twitch, TikTok, eSports and other LaLiga digital activations

Although there is data that explains where the audiences of the future can settle university of botswana email address. The LaLiga channel accumulates 6.82 million subscribers, of which the majority are between the ages of 18 and 24, an age range that also dominates among the TikTok community of the official LaLiga account (3.1 million followers) . To this must be added what has so far been the most successful project in terms of brand diffusion that LaLiga has carried out outside of traditional channels: LaLiga Casters, born in January of this year as a result of an agreement between the entity and Webedia and Of which such influential streamers as Ibai Llanos or Ander Cortés are part.

But there are other lines of work on which the project of creating a digital benchmark such as eSports is based, where the sports entity has successfully completed the eLaLiga Santander (fourth edition), its virtual competition with the Fifa video game and in the that almost all of the 42 professional soccer teams are represented. It is a model in which engagement actions have been implemented such as an NBA-style draft where the eleven best players in the qualifying tournaments choose others to complete their squads. The competition, which has Banco Santander as the main sponsor, has among its partners Movistar, EA Sports, Iqoniq or Astro.

According to the data for the 2019/2020 season, the latest published by LaLiga, almost 20,000 players participated in this eSports competition, in which 26,000 matches were played, some of which were broadcast by Movistar and the company’s official social networks , reaching a volume of more than 10 million visits and 19.5 million minutes consumed in what has become LaLiga’s great multiplatform strategy so far.

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“It is a sports competition, but also an online community, through which we offer a new window for fans to discover our clubs and other offers, which broadens the appeal of the LaLiga brand,” declared Alfredo Bermejo, Director of Strategy Digital of the competition after the presentation of the balance sheet, in which he defended “the value of powerful digital activations and eSports, which can be the jewel in the crown with which we offer a unique experience to all the fans that we have throughout the world. world”.

But the digitization of football does not end here and it is a resource used in aspects that affect the development of the game itself, as has happened with the implementation of VAR or video refereeing, which has also opened a new channel for advertisers. This week, the Italian Serie A became the first to sponsor this system after reaching an agreement with Crypto.com, a cryptocurrency company, which will also have advertising in the actions that are shown with the technology of the goal line.

“We have invested 200 million since 2014 and we know the behavior of users through the data we collect in our apps and services, where we impact them by selling product,” Javier Tebas recently recalled, who has always been frontally against the argument that elite football is falling into the disinterest of certain generations, one of the main arguments used by the promoters of the Superliga.

“There are many gurus within the industry who are not gurus, but misinformed or misinformed. Our industry has been subject to historical changes for many years, now we are in the window of OTT, free streaming digital platforms, but we must be prepared for the changes to come socialposts. The consumption of football will continue to increase, but not only through traditional means ”, he emphasized in another recent forum in which he participated, already drawing the main lines of what LaLiga will be after the agreement signed with CVC.

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