LaLiga remains in the thick of the action at Sportel

Sportel Monaco continues to run its course and LaLiga remains as present as ever as one of the focal points at the sports marketing and media convention. The LaLiga stand, one of the most popular at the event, was graced with a visit by Prince Albert of Monaco on Wednesday, who expressed an interest in the workings of the aerial camera on display. Equipped with 4K technology, the camera is already bringing us images from several LaLiga Santander grounds, and will be installed at all of the Spanish top-flight stadiums next season.

The day also featured the Sportel Law Conference, which in this edition was devoted to analysing whether new digital mediums are threatening sports rights business models. Laura Vilches, LaLiga's head of European public affairs, was the first to represent Spanish football's organising body in the conference during a round-table session titled Copyright protection of sports broadcasts and its enforcement. During her speech, Vilches noted that "as owners of the audiovisual production of the matches, the reforms of the Spanish Penal Code and Intellectual Property Act bolster the means by which rights owners, like LaLiga, can fight against piracy."

LaLiga's head of European public affairs also made the most of the European executive's presence at the conference to request that the European Commission look into protecting sports events at the continental level. "At the moment, very few member states recognise the rights of professional sports competition organisers, which significantly hinders the fight against piracy beyond national borders," remarked Vilches. In conclusion, when asked about the current situation with the ongoing case against the website Rojadirecta, Vilches remarked, "We hope that, as occurred in France, the courts confirm that the rights of our product must be protected."

Ignacio Martinez Trujillo, LaLiga's managing director of innovation and global development, also gave a talk as part of the panel titled Impact of new digital technologies on the sports rights market. "The game is different and production is the new mantra. Spectators want to enjoy the full experience and if we're trying to get their attention, we need to understand them," began Trujillo.

"Technology is the key. In the present day we can reach anyone in the world. We work with emotions and we need to know what the fans, not customers, are looking for, because they are the only ones who can help us grow. We need to open our eyes so we can get as close to them as possible," explained LaLiga's managing director of innovation and global development, who also noted that "the internet gives us an opportunity to 'expand' the stadiums and bring them to the entire world."

To conclude his address, Trujillo explained LaLiga's approach to piracy. "The only way to fight piracy is to offer fans what they want when they want it, and we're working along those lines. The way we share content with our fans is what will allow us to grow. Technology is evolving and we need to adapt. Our product will change too, and it will be different. We have to accept it and understand it."

Three days after Sportel Monaco opened its doors and on the eve of one of the leading marketing and media conventions in the world of sport drawing to a close, LaLiga's representatives continue to be invited to share the approaches which they have adopted to position the league as the greatest in the world.