Spain’s Primera División, commonly known as La Liga (or La Liga Santander), has launched a new global marketing campaign called ‘It’s not football. It’s LaLiga’.
The top professional division in the Spanish football league system, which is administrated by the Liga de Fútbol Profesional (LFP), is aiming to drive home twin messages about globalisation and passion.
The aim is to position LaLiga as more than just a Spanish football property and more than just a form of entertainment, but as an essential part in people’s lives all over the world.
The right-holder wants to project a brand that is more global, more responsible and more modern and the new campaign aims to embody this and spread its values through the idea that it is an evolving world extending beyond the pitch and the sports space.
The campaign was initially launched in Spain, but is now rolling out internationally as it seeks to reach an increasingly international audience.
Indeed, the campaign will run is as many as 182 countries through the league’s 90 broadcaster partners who show its matches every week and it spans messaging about high calibre entertainment (with moments of comedy, passion, drama and suspense), plus high-technology and immersive experiences, as well as values such as respect, its duty to social responsibility and younger generations.
Led by a hero TV commercial, featuring snippets from all 20 La Liga teams, reflecting both the international reach of the rights-holder, as well as the passion of the fans.
The spot is amplified across all of its channels – from Facebook and Twitter,
¡No es fútbol. #EsLaLiga! pic.twitter.com/0uOncqLniP
— LaLiga (@LaLiga) November 13, 2017
to Instagram.
Comment:
While, arguably, it might boast the world’s two dominant clubs – in terms of financial and football success – La Liga doesn’t match up to the global might of the English premier League in terms of global reach or international TV revenue.
But this initially certainly shows that La Liga has the Premier League in its sights.
Links:
La Liga
https://www.youtube.com/user/laliga
https://www.facebook.com/LaLiga/
