LaLiga Santander Experience
"MEMORIES OF A LIFETIME" was the phrase we heard repeated most this year by our guests after 5 unforgettable days of living LaLiga Experience. Memories of the club, the city, the Spanish culture... all of these became videos, photos and content that were shared on social networks and television channels and taken back home as a cherished reminder of their visit by each broadcaster and guest taking part.
LaLiga Experience came to a close this year with the match between Valencia CF and Real Madrid closing the curtain and with a record number of broadcasters taking part. We played host to a total of 45 television channels, obtaining visibility in 117 countries. The aim of our storytelling for this 22/23 season through "LaLiga Experience: The Show", in addition to offering unforgettable memories, was to showcase the unparalleled sporting and entertainment spectacle that is LaLiga throughout our guests’ visit. The stars of our show were our 136 VIPs from around the world, which included influencers, journalists and young talents from our international broadcasters.
"Everyone went home very happy and satisfied, and the content shared has been extraordinary for all the brands involved". This is how Jan Němeček, PR director of NOVA Czech Republic summed up the broadcaster’s involvement in the Getafe CF - Real Madrid experience, in which NOVA brought along a journalist and two content creators from the channel.
"Having been to a LaLiga Experience before, I was pleasantly surprised by the innovation and creativity with which they continue to support these formats," added Joao Pereira da Silva, who then was in charge of all communication for ELEVEN Portugal. The Portuguese TV channel chose to invite to the Sevilla FC - Atletico Madrid experience the winners of our LaLiga Clash digital competition, along with Joao Pereira da Silva, who thoroughly enjoyed the experience.
Such a high level of creativity and innovative formats was made possible by working closely with content creators from five continents, who came to live our experiences together with the LaLiga digital team who were present at all the activations.
Luquita Rodríguez, Argentinian journalist and influencer, broadcast a Twitch show with Cadiz CF live from the Nuevo Mirandilla stadium.
"This experience with ESPN Latam, Optus Australia and ELEVEN Belgium was a unique way for us to reach new markets and boost the visibility of our club," confirmed Rafael Reyes, head of communication and digital media at Cadiz CF. Working hand in hand with each of the LaLiga clubs this season, we managed to take advantage of the profiles of each guest and what they could offer the club.
We took our broadcasters from India, MTV and Sports18 to Pamplona to live the experience with CA Osasuna and along with them, local influencers with whom we managed to create a cross-content integration between the local culture and the club.
Indian actor Awez Darbar (28.9M followers) performed Indian dances and exclusive content with CA Osasuna players. A dance couple from (1.8M) and (952K) introduced Spaniards to local dances and created fashion content in Pamplona and Barcelona.
Quality contents such as these were replicated in the 16 experiences throughout the season and the results achieved are an example of LaLiga's influence around the world and how, working together with our broadcasters, the sky is the limit, with 22 million interactions generated in our digital universe and more than 5 thousand publications worldwide.
Journalists and young talents from each country were also given the opportunity to interview top LaLiga players, such as Edinson Cavani (Valencia CF), Memphis Depay (Atletico Madrid) and Claudio Bravo (Real Betis), to name just a few. From the Latin American market, Diego Korol, a journalist and broadcaster with more than 30 years of experience in the Argentinean market, was chosen by DSports Latam to promote Girona CF. Bruno Vicari conducted daily live broadcasts for the Brazilian market and was the representative for ESPN Brazil. From Italy, once again this year we had the pleasure of welcoming former player and DAZN commentator Borja Valero, who was at the Valencia CF - Real Madrid experience and took the opportunity to visit his former club, Villareal CF.
16 experiences, countless hours of travel, 12 cities in Spain... it's difficult to put into words the incredible time we have had in LaLiga Experience this year. But the most important thing for us is the knowledge that the memories will never fade and that the experiences will continue to innovate, now under the new LaLiga brand umbrella. See you in October!