LaLiga sets out its keys to international development at the Soccerex Asian Forum

LaLiga played a leading role in the Soccerex Asian Forum held on 5 and 6 December in Doha. Vicente Casado, LaLiga's managing director of international development, was tasked with setting out LaLiga's present and future. Casado explained how important it is for LaLiga to press ahead with the international development plan currently in place: "One of the main reasons for international development is to get closer to our fans so that we can get to know them better and understand their tastes and needs. We have to share personal experiences with them 24 hours a day, seven days a week, and not just during the 90 minutes which each match lasts."

With this point, Vicente Casado illustrated how important international development is for LaLiga's growth. The offices in the USA, Dubai, South Africa, China, Nigeria and India allow LaLiga to get closer to its supporters and its broadcasters. It was precisely with this objective in mind that LaLiga and Microsoft unveiled an ambitious project which they will develop in partnership on 30 November: "The agreement and our association with Microsoft will represent one of the greatest innovations and revolutions within the world of football. It will be one of the keys to LaLiga's growth. We know that the future is digital and we need to understand our fans and exchange experiences with them. Microsoft is the perfect digital platform. Our 360º strategy is key. The 90 minutes of each game are not enough. If we don't achieve it, we will not grow." Another initiative underway with the very same objective of bringing LaLiga closer to its fans is the LaLiga Global Network project, which will send LaLiga representatives to 60 different destinations across the globe.

Another of the aspects emphasised by the managing director of international development during his speech at Soccerex Asian comprised television broadcasts of LaLiga games, with El Clasico on Saturday 3 December marking the debut of the new 3D replay camera technology to bring the emotion of LaLiga Santander games to fans from around the world with even greater fervour. "We have the best television product in the world, on a par with the NBA or the Super Bowl. We have the best clubs and the best players. The audience this season will surpass 2 billion spectators around the world."

Fernando Sanz, LaLiga's managing director for MENA (Middle East and North Africa) and director of international projects; Manuel Gestoso, the Malaga CF fitness coach; and Jose Maria Arrabal, LaLiga's director of development in MENA, completed the LaLiga delegation at the Soccerex Asian Forum.