How La Liga continues to excel through its global fan engagement strategy

Millions of fans and consumers around the world engage with La Liga’s digital platforms on a daily basis.

This provides those in the Spanish competition’s digital strategy department with a rich depth of data to analyse and dissect.

La Liga has continued to emphasise collecting data in recent years and in turn has generated significant benefits for clubs, broadcasters, sponsors and fans of Spanish football.

The Spanish competition, through its digital strategy department, construct differing data-driven strategies with the overall intention of boosting fan engagement and fan loyalty.

Recently speaking at the Nextv Sport Europe conference, La Liga head of consumer strategy Olivia Archanco further explained: “We work on data-driven strategies that make the complex matter of big data simple. We analyse data in a structured way that helps us generate user information that can be used to build awareness, engagement and conversion, while at the same time earning greater loyalty of fans.”

Building customer loyalty

La Liga deliberately splits the users who engage with it digital platforms (such as the official competition website, its app or its OTT service LaLigaSportsTV) into three sperate categories. Those categories are guests – who navigate without signing up, prospects – who provide some demographic information and lastly, registered users.

Registered users, either through filling out an online form or signing in through their social media profile, disclose information that improves La Liga’s data ecosystem and further shape the league’s consumer strategy.

“With all this information from the different platforms that we manage, we are getting a very detailed picture of the fan,” Archanco said.

“We know if they are following a club, if they are season ticket holders, if they play our Fantasy game or if they are watching other sports on the OTT.”

Through this approach fans receive an efficient digital experience with La Liga as these data-driven strategies are more likely to show a user content or information that they are interested in.

“The information is used for personalisation purposes,” Archanco continued.

“We engage better with consumers when we know their age, the city where they live or the interests they have. We can direct fans towards conversion and, through those, can provide better services that are much more targeted and personalised. We do this in a natural way, not aggressively and not spamming people.”

Benefits for commercial partners

In addition to satisfying fans, this approach also brings significant returns for sponsors, broadcasters and other commercial partners.

“The more we know about our users, the better we can strategise and activate with wider stakeholders,” Archanco said.

“For sponsors, they are traditionally looking to generate more awareness and they ask for exposure, but this is changing,” she added.

“In this sense, we feel we are able to provide an added value as we can not only generate awareness but also engagement. We can generate leads and clicks and, on top of that, we are also helping them to generate conversation.”

In a recent example which showed how effective this can be, assisted by the competition’s business intelligence (BI) and analytics teams, one of the league’s sponsors ran a new campaign using user data from sources like Facebook, leading to thousands of customer orders. The campaign was a huge success and also saved the partner 90 percent of the cost when compared to spending in previous campaigns.

Ultimately, insights generated by La Liga highlight an asset that can benefit partners all over the world. The competition’s global network delegates, who give the league a physical presence in over 80 countries, are collaborating with BI and analytics teams and providing additional local insights that complement the data.

This information can help sponsors or broadcasters guide their own content and better position their local offerings.

“Through personalisation, we are able to provide different content for different countries or segments,” Archanco explained.

Support for clubs to become data-driven

La Liga itself is also supporting clubs who might not have the resources to efficiently gather and analyse data themselves.

“We have learned how to play the music and now we want to share it with the clubs as well,” Archanco stated.

“They can just jump in and they don’t have to invest and reinvent the wheel. We help them to go very fast.

“Instead of investing years and years in building all this infrastructure and investing a lot of money on it, what we offer clubs is almost a plug-and-play functionality,” she continued.

As well as this, the Spanish competition offers consultancy services for clubs who are interested, helping them create campaigns and acquisition strategies.

Agencies, who specialise in developing narratives and improving storytelling are also available to clubs.

“We are working to help the digitalisation process so that we can reduce the gap between the big clubs and the rest,” Archanco said.

“We think that this is going to affect the competition because we’re helping clubs to be more innovative and to build a better narrative with their consumers and fans. They will gain more support, more income and get closer to the bigger teams. I think this is something that will benefit the whole of La Liga. It’s good for everyone to be on a more equal footing.”

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RB Leipzig to introduce virtual perimeter advertising for international broadcasts

RB Leipzig has announced plans to implement cutting-edge virtual perimeter advertising technology from the 2025/26 season, creating fresh opportunities for its partners in international marketing.

This innovative solution will allow advertising messages displayed during RB Leipzig’s international Bundesliga broadcasts to be tailored to specific regional audiences across the globe.

For fans inside the stadium and those watching on German television, the perimeter advertising will remain unchanged. However, in the international broadcast feed, dynamic digital overlays will enable brands to deliver customised content in the relevant language for each target market.

The use of virtual advertising will allow RB Leipzig’s partners to adapt their campaigns regionally, communicating directly with international audiences in a way that resonates locally.

The system works via a software-based, automated process, requiring no additional technical setup within the stadium.

This seamless solution ensures that the club can maximise the visibility of its sponsors globally without disrupting the live experience for fans on the ground.

By leveraging this technology, RB Leipzig is strengthening its global sponsorship offering and unlocking new potential in international markets, reinforcing the club’s position as an innovator both on and off the pitch.

Matthias Reichwald, Chief Commercial Officer RB Leipzig spoke about the logistics of the virtual perimeter advertising technology.

“With virtual perimeter advertising, we can better meet the growing international interest in RB Leipzig,” Reichwald said in press release

“At the same time, we are creating tailored, flexible opportunities for international marketing, both for existing partners and for new ones.

“We are also helping to strengthen the Bundesliga’s presence in global markets and are once again taking responsibility in this area.”

Dominik Scholler, VP Product Management and Innovation, DFL GmbH, echoed a similar sentiment about the deal.

“As the DFL, we support Bundesliga clubs like RB Leipzig in the introduction of virtual perimeter advertising, which enables targeted, market-specific communication with international audiences,” Scholler said in a press release.

“Thanks to a software-based technical solution, the advertising boards at the Red Bull Arena can be digitally adapted for the world feed and international viewers in real time without the need for additional equipment or staff inside the stadium.

“This innovative approach, based on close collaboration between clubs and the DFL, is a positive contribution to the international marketing of the Bundesliga.”

This innovation positions RB Leipzig as a leader in global sports marketing, offering partners smarter, more targeted ways to engage international audiences.

This point of difference could revolutionise the way advertising is viewed on broadcasts in the future.

Engineering Smarter Access: Turnstile Solutions Trusted by Top Stadiums

Engineering Smarter Access: Turnstile Solutions Trusted by Top Stadiums

Specialising in turnstiles and access automation, Electro UK is a trusted name behind secure entry solutions for some of the UK’s most high-profile sporting venues.

Electro UK is an engineering company that specialises in precision automation and a broad range of technical services.

Known for their high standards and dependable service, they’ve built a solid reputation through consistent quality and long-term success.

Despite their rapid growth, Electro UK remains agile and customer-focused, serving both major international clients and local residential customers.

Since their founding in 1992, their dedication, expertise, and strong values have been the driving force behind their development and continued success.

Electro UK offers a broad selection of products to suit different needs, with a particular focus on custom turnstile systems designed for sports stadiums and event venues.

Stadiums and large venues demand robust, high-capacity, and highly secure access control systems, areas where Electro UK truly excels.

Their expertise in turnstile and entry automation has been trusted by top-tier clients, including Premier League clubs like Manchester City, as well as various sporting venues across the UK.

Whether delivering custom solutions, such as a tailored drop-in system for Scarborough Football Club or providing off-the-shelf installations, Electro UK adapts to each project’s unique needs.

They’ve also supplied high-volume turnstile hire for major events and venues, including Wembley Stadium and the 2012 Olympic Water Park.

Even their full-height turnstiles made a TV appearance, featured in the iconic ‘Match of the Day’ intro with Alan Shearer.

For a recent NFL American Football event, the team delivered a high-volume temporary turnstile setup on a tight schedule, demonstrating both speed and scalability.

Each system can be tailored to fit specific client needs, with optional features such as integrated canopies, lighting, fire alarm interfaces, and access control systems that enable free rotation when required.

Benefits of Electro UK Turnstiles include:

  • Stadium Full Height or Half Height Turnstiles
  • Customised to Suit Any Application
  • Many Options to Suit End Users
  • Stadium Double Turnstile & Pay Window
  • FA Specification Grade H Turnstiles
  • Any Colour Combinations
  • Fast Throughput

They can also access real-time monitoring to help ensure safety at sporting events.

Electro UK handles everything from design and manufacturing to installation and maintenance of their turnstile systems, ensuring long-term performance.

Their turnstiles can be customised to fit different stadium layouts and even include team colours.

Whether it’s a standard model or a custom design, their in-house team delivers high-quality solutions with minimal disruption.

Electro UK’s systems work seamlessly with existing stadium technology, such as digital ticketing and access control.

They also collaborate with third-party providers to ensure full compatibility and smooth operation.

They aim to provide a complete solution, from hardware and software to ongoing support.

Electro UK also offers solenoid upgrades that allow clubs to add electronic ticketing to their current turnstiles without needing to replace them.

It’s a cost-effective way to improve access control and bring older systems up to date.

So why should Australian football clubs and organisations use Electro UK Turnstiles?

With over 30 years of experience in precision engineering and access control, Electro UK has become a trusted name in stadium security, working with some of the UK’s most iconic venues, from Premier League clubs to global events like the 2012 Olympics.

Their turnstile systems are built for high performance, strong security, and everyday flexibility, making them a great fit for Australian football clubs and venues looking to modernise or expand their access control setup.

Having delivered solutions for major clients like Manchester City and Wembley Stadium, Electro UK has proven its ability to meet the demands of top-level sport and large-scale crowd management.

Whether it’s a custom-built solution or a ready-to-go setup, their team can tailor each system to suit unique stadium layouts, crowd flow, and operational needs.

Features like team colours, double turnstiles, pay windows, and FA-specification models offer plenty of room for personalisation.

Their systems also integrate easily with existing technologies like digital ticketing and access control, and they work closely with third-party providers to make sure everything runs smoothly.

For clubs with tighter budgets, Electro UK offers solenoid upgrades, an affordable way to add electronic ticketing to existing turnstiles without needing a full replacement.

In short, Electro UK offers a combination of proven experience, smart engineering, and adaptable solutions, helping Australian clubs boost security, improve fan access, and future-proof their venues.

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