LaLiga, the top-tier Spanish soccer competition, has recently announced new partnerships with social media video platform TikTok and cryptocurrency firm Bitget. These collaborations aim to expand the league's digital presence and promote its video content offering. The partnership with TikTok is primarily focused on promoting LaLiga’s video content. As part of this agreement, TikTok will become the league’s “priority digital content partner.” This means that LaLiga will distribute tailored content on TikTok that is specifically designed for the app and its distribution system.
To ensure optimal utilization of this platform across all clubs in the league, training will be provided to their respective media teams. Furthermore, prominent content creators on the platform will be leveraged to enhance global recognition of LaLiga. Javier Tebas, LaLiga president, referred to this as a “collaborative deal” at the World Football Summit in Seville. He further added that as a priority innovation partner for LaLiga, TikTok would provide early access to new affordances and formats developed by the app.
LaLiga president, Javier Tebas, said:
“If we don’t grow our social media presence we will never catch up with the global appeal of the [English] Premier League.”
TikTok will also serve as priority innovation partner of LaLiga, with the league to receive early access to new affordances and formats developed by the app. Under the agreement with Bitget, meanwhile, the firm will serve as the league’s official cryptocurrency partner in Eastern and Southeast Asia, and Latin America, in what the pair describe as a “multi-million-dollar partnership.”
Partnership with cryptocurrency firm Bitget
In addition to partnering with Tiktok, LaLiga has also teamed up with Bitget - a leading cryptocurrency firm. Under this multi-million-dollar partnership agreement, Bitget becomes Laliga's official cryptocurrency partner in Eastern and Southeast Asia as well as Latin America.
Bitget aims to utilize its association with Laliga for expanding its reach in these target markets. On top of that, LaLiga plans on leveraging Bitget’s blockchain (Web3) solutions which are beneficial for an industry where it already sought entry after unveiling its non-fungible token video platform in 2022.
Ivan Codina - Managing Director for Southeast Asia at LaLiga stated: "This agreement is the latest step LaLiga has taken in recent years to cement its commitment to digitalization and technological innovation."
Emphasis on digitalization and technological innovation
Over the last decade, La Liga has prioritized digitalization and innovation. Last season, under the umbrella of a new era emphasizing technology, it made this a priority. Tebas stated: "We want to be pioneers and we are committed to it.”
This new era was marked by an increase in production value that the league leveraged for commercial growth. The top-tier LaLiga EA Sports and second-tier LaLiga Hypermotion received entirely new graphic identities and broadcast setups, revolutionizing a competition that had been stagnant for several years.
LaLiga manages its broadcasts in-house which are then sold domestically and internationally on one live feed ensuring a strong, uniform, well-invested product for TV consumers. These partnerships with TikTok and Bitget signify LaLiga's commitment towards embracing technology as part of their growth strategy while providing fans with engaging content across multiple platforms.
