How digital storytelling and gaming can lift the profile of a football competition

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Spain’s La Liga competition have realised the power of digital storytelling and gaming, implementing strategies successfully to engage fans across the world.

Alfredo Bermejo, the director of digital strategy at La Liga, recently stated that building a connection with supporters is a priority, through the use of a variety of social media channels: “We need to know what the fans like, which platforms they engage with and what kind of content they like.

“Social media provides the possibility to go global and to have a scaled approach to the fans,” he said at the Social Football Summit conference.

Social media engagement data provides evidence that relevant stories of an international player at a modest club in the league, will have a bigger impact than posts about a superstar at Real Madrid or Barcelona.

“I think a common goal for all of us is to go beyond the big names and the big clubs and to try to tell stories and make other clubs and players become known by the audience,” Bermejo explained.

“We try to identify which stories are relevant within markets. Sometimes players from smaller teams have a bigger reach than the big stars because they belong to a certain territory where they are number one.”

As an example, Chinese international Wu Lei signed for Espanyol in January of 2019 with the club becoming the most-watched team on Chinese TV.  La Liga’s follower count on social media network Weibo also soared by 82% in the second half of the 2018/19 season, due to Lei’s arrival.

Similarly, in the Japanese market, Eibar have utilised the signing of Takashi Inui in 2015 to tell appropriate stories about the player and continue to build the club’s profile in the country.

The competition’s social media metrics reach their highest during the matches of each round, therefore, the use of gaming to keep fans entertained for the whole week is vitally important.

Bermejo explained: “It’s an area where data gives us an advantage. With the traffic to our official website, we have big spikes during the weekend and then, during the week, we have lower valleys. What we try to do is to generate content abroad that helps us to minimise that.”

The league’s fantasy football gaming service, La Liga Fantasy Marca, has been a huge success.

“One of our biggest investments has been in our fantasy football game,” Bermejo stated. “When we created it, we had a belief that it would help boost consumption of more matches than just the traditional Real Madrid or FC Barcelona matches.”

“When you create a team, you have to select players from different teams so the biggest match for you during a weekend may not be one involving the biggest teams,” he continued. “It may be the match where you have the most players from your fantasy line-up.”

Fans can choose which team is their favourite before selecting a squad in the fantasy game, with the data portraying a broad spread of interest and engagement with different clubs in the league.

This is significant for La Liga and for its broadcasters, as information like this is shared between both parties in the best interests of strengthening their relationship.

“In the past, leagues used to sell the rights to broadcasters and then do nothing more,” he concluded. “Now, the model has completely changed. We’re moving from B2B to B2C business, where the relationship with the client and with the fans is getting more and more important.”

Other recent examples of La Liga connecting with the gaming world include Sevilla’s commercial agreement with Fortnite, where their kit will feature in the game along with more than 20 other football teams across the world.

As of May 2020, Fortnite has amassed over 350 million players globally, with Sevilla and La Liga tapping into the potential of the gaming giant through this beneficial partnership.

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TX Football Unveils New 2026 Kit Range in Partnership with Corio Soccer Club

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Image Credit: TX Football

TX Football has unveiled its 2026 kit range in collaboration with Corio Football Club, marking a partnership that combines tradition, performance, and a shared commitment to the grassroots game.

Built around Corio’s unmistakable green and white hoops, the new kit honours the club’s history while introducing a refined, modern design suited to the demands of contemporary football. The bold horizontal pattern symbolises unity and collective strength — a reflection of the players, volunteers, and supporters who form the backbone of the club.

Alongside the home strip, TX Football has also introduced Corio’s striking 2026 away kit. Built on a commanding deep red base, the design reflects pride, passion, and presence on the pitch. Sharp tonal pinstripes run vertically through the body of the jersey, creating a structured and confident silhouette that balances classic football aesthetics with a modern edge.

The range is engineered with elite-grade performance fabric, breathable airflow zones, and an athletic cut, the away kit is designed to support high-tempo football while maintaining comfort and durability across both match day and training environments. Worn proudly over the heart, the Corio crest remains a symbol of unity and heritage, while the TX mark across the chest highlights the strength of the partnership between Corio Soccer Club and TX Football.

Competitive Edge

The collaboration also reflects TX Football’s broader philosophy of precision, transparency, and quality within the football industry. The Australian brand prides itself on focusing on the technical details behind its products and maintaining full oversight of its manufacturing process. By controlling production from start to finish through its dedicated factory, TX Football ensures every piece of equipment meets strict quality standards developed through more than six decades of football manufacturing experience.

Corporate Social Responsibility Initiatives

Beyond performance, the partnership highlights shared values around responsibility and community impact. TX Football supports charitable initiatives through its work with the Reagan Milstein Foundation, donating $2 from every retail football sold to help promote access to the game and redistribute sports equipment to communities in need.

The company also maintains a strong commitment to ethical manufacturing practices, undertaking independent workplace and environmental audits while fostering a gender-diverse and inclusive workforce.

For Corio Soccer Club, the partnership represents more than a kit launch. It reflects a collaboration with a brand that understands the importance of quality, transparency, and supporting football at every level.

As players step onto the pitch in 2026, the jersey will serve as more than a uniform — it will be a symbol of Corio’s identity, pride, and the enduring strength of the community that stands behind it.

NPL partnership updates: Local support stronger than ever

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Image credit: PeopleImages / Shutterstock.com

Read here for this week’s updated list on the recently announced NPL partnerships across each state.

NPL VIC

Dandenong Thunder

Alencia Wedding Reception & Function Venue – The newest wedding reception venue in Melbourne, Alencia provides clients with unforgettable experiences built on unique designs and elegance.

Caroline Springs

Get Sourced – Beginning during the Covid-19 pandemic in 2021, Get Sourced aims to provide marketing, merchandising and advertising resources to businesses.

Hume City

Zaparas Lawyers – An award-winning team of compensation lawyers, Zaparas Lawyers are committed to fighting for injured Victorians. Their services span WorkCover, TAC, public liability, occupational disease and superannuation claims.

XÜBI Finance – The team at XÜBI help clients find competitive solutions to borrowers, offering extensive services including supporting first home buyers, investment loans, commercial loans and more.

Altona Magic

Detail Excavations – For over 50 years, Detail Excavations have delivered major infrastructure and construction projects across Melbourne. They are known for reliability and experience when working with clients.

Ice Corp – Delivering quality building and construction across Melbourne since 1998, Ice Corp is a reliable and trusted organisation in the industry. Led by former Altona Magic player, Ice, they have a strong connection to the club.

Pollution System Maintenance (PSM) – PSM specialises in dust extraction, fume filtration and air quality solutions. It delivers exceptional service from system designs to installation.

Fleet Plant Hire – Since 1998, Fleet Plant Hire have provided truck hire, machine hire and material solutions to the Australian Civil Construction Industry.

Leadweigh Scales – The team at Leadweigh Scales supplies and services high-quality industrial weighing equipment. They are committed to providing practical and economic solutions for a range of industries including agriculture, construction, manufacturing and more.

Danton Group – For over 30 years, Danton Group has been a leader in render and texture coating systems across Victoria. The team is renowned for their craftsmanship and keen eye for detail in residential and commercial builds.

Home Builders Corp – Specialising in new homes and unit developments, Home Builders Corp has consistently delivered high-quality builds built on attention to detail and efficiency.

Deer Park Building & Garden Supplies – A trusted supplier for builders, landscapers and homeowners. They supply a large range of construction and landscaping materials including soils, sands, pebbles and more.

Tetris Containers – With over 40 years in the industry, Tetris Containers have built a wealth of knowledge about reefer container maintenance and servicing. They offer services across container sales, hire and customisation.

Masterpiece Cabinetry – A Melbourne-based custom cabinetry company established in 2010 specialising in designing, manufacturing, and installing high-quality kitchens, bathrooms, and bespoke joinery for homes and renovations.

Misk Designer Living – The team at Misk Design specialise in interior design and home living inspiration, highlighting modern, stylish spaces and design aesthetics for contemporary homes.

The Tyre Professionals – Servicing the Sunshine community since 1998, The Tyre Professionals help customers with tyres, batteries, suspension and more.

Milieu Early Education & Care – Located in Brooklyn, Victoria, Milieu Early Education & Care provide welcoming and nurturing environments to young learners.

Hydration Hub – Connecting businesses with beverage products, distributing well-known brands and up-and-coming drinks across cafes, venues and retailers.

Cleaning Melbourne – The team at Cleaning Melbourne provides commercial cleaning services for offices, strata properties, events, pressure washing and more.

 

NPL QLD

Wynnum Wolves

Cramer’s Plumbing Co. – Led by Cale Cramer, the team provides services to Wynnum, the Bayside and greater Brisbane. They pride themselves on being reliable, friendly and trusted in the community for all plumbing needs.

Colpol Cleaning Services – A trusted domestic and commercial cleaning company known for exceptional service, providing a safe and professional environment for its staff for over 15 years.

Moreton City Excelsior

Valet Mortgage Brokers – A Brisbane-based mortgage broker, striving to build real and honest relationships with its clients. Led by William Whitby, the team helps people make smarter property decisions.

Rochedale Rovers

Inna Essence – Located in Underwood, Brisbane, Inna Essence focus on creating a space for wellness, health and transformation. The studio includes a dedicated Reformer Pilates room, Yoga mats, private training sessions and more.

 

NPL NSW

Blacktown City

Proview Scaffolding – A leading scaffolding provider in NSW, Proview Scaffolding’s team is built on a commitment to safety and compliance, trust and over 50 years of experience.

NPL WA

Western Knights

Romano’s Smash Repairs – With over 35 years of experience, the team at Roman’s Smash Repairs can provide top quality service for all makes and models of vehicles.

Dr Ross Radic Orthapaedic Surgeon – With expertise in knee surgery and trained in shoulder and hip-related issues, Dr Ross Radic is a leading surgeon in WA. Radic is also Chief Supervisor for the Perth Knee Fellowship.

Dianella White Eagles

Abodium Design & Construct – Renowned for quality and innovative home designs in WA, Abodium is committed to using the latest technology to ensure homes are built to last.

Theme Group – Western Australia’s leading provider of facility management, food services and cleaning solutions. They are renowned for reliability and exceptional customer service.

ENC Group – Specialising in project and contracts management, engineering design, procurement, renewable energy and more. The team at ENC Group have delivered professional and quality solutions for over 40 years.

Stirling Macedonia 

Instant Products Group – A specialist group of companies providing an extensive range of services, including instant transpirtable offices, instant bathroom facilities, instant products hire and more.

NPL Northern NSW

Kahibah FC

Positive Survey Solutions – Professional and motivated surveyors with experience servicing clients across the Central Coast to the border with Queensland. They will team with Kahibah FC’s U15 team as partners.

Son Of A Gun – Founded in 2019, Son Of A Gun is a family-owned and run diner. It is a cornerstone of the Hamilton community.

Edgeworth Eagles

Harrigan’s Cameron Park – The first new pub in the Newcastle/Lake Macquarie region for 20 years, Harrigan’s is a place for locals to come together and enjoy extensive dining and beverage options with live sport and events.

 

NPL NT

Darwin Olympic

Ostojic Group – Founded in 1972 by Tomo Ostojic from a single truck and trailer, the company now has over 100 specialised trucks and provides services across transport, logistics, civil construction, quarrying and more.

Steeline – One of Australia’s leading manufacturers, distributors and installers of metal roofing and steel structures. The team has been delivering affordable product ranges and qualuty customer service since 1991.

NTF Construction Supply Specialist – Situated in Berrimah and founded in 1961, the team specialises in supplying a variety of industrial and construction related products.

Azzurri United

4Kitchens & Joinery – 4Kitchens help clients with designing, manufacturing and installing new kitchens, furniture units and more. They stay up to date with the latest trends from Europe, ensuring designs are both practical and elegant.

Owl & Wolf Investments – An online space dedicated to sharing news about finance, business, investing and crypto.

Stelph – Stelph Group of Companies strives to serve humanity through various branches, including medical equipment, international trading & services provider, marine support services and energy supplies.

North West Constructions – A team of dedicated builders and building contractors, providing services across commercial, residential and industrial projects.

NPL SA

West Adelaide SC

First Drop Wines – Combining passion and creativity, First Drop Wines leads with quality, sustainability and purity in all its products. They will join West Adelaide SC as the Official Wine Partner.

IP Partners – With offices across the country, IP Partners is a trusted company which provides IT support, products and services.

 

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