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How La Liga is successfully approaching digital transformation

Digital transformation is a key part of the future of football.

Spain’s La Liga competition continues to be at the forefront in this area, with administrators guiding clubs to embrace new digital tools to communicate with fans, streamline services and acquire new data.

La Liga recently shared its technological expertise with Spain’s Chamber of Commerce, to produce a paper for the country’s small to medium-sized businesses.

In the paper, businesses are provided with an explanation of the underlying principles of digital transformation and are encouraged to adopt various technologies in their operations.

The resource will also be further useful for La Liga clubs themselves, to expand on the growing culture of digital transformation in their processes.

Since 2013, La Liga has identified technology as a pillar of future growth, assisting clubs with various digital transformation projects.

The ultimate aim for the organisation is to ensure all 42 clubs (in the first and second tier) move towards the same direction.

Minerva Santana, La Liga’s director of innovation, strategy and technological transformation, explained in the La Liga Newsletter: “The first step is to generate awareness at all levels, but especially at the level of leaders and decision makers, the relevance of digital transformation as a lever for competitiveness and value generation.

“From there, it’s useful to have a self-evaluation process to work out which point in the digital transformation process a business is at,” she added.

“This creates a baseline from which you can establish objectives and a strategy. Once the objectives and priorities are established, it’s important to build a plan and to seek support internally and from external partners.”

Recent examples that have been successful and referential in world sport include, RCD Mallorca adopting technology that is wearable and remotely monitors player’s workouts; Osasuna introducing intelligent shinpads into their club academies; Real Sociedad developing smart scarves and shirts, using wearable NFC tags; Celta de Vigo installing remote video technology at their training complex and Valencia CF creating a seat delivery service which allows fans to order food and drink from their seats at the stadium.

In Spain’s second tier, La Liga Smartbank, clubs are increasingly ambitious when it comes to technological growth. Clubs in that division have grown their online presence by 23 percent since July of last year, which is a growth rate far higher than any other second tier in Europe’s top leagues.

UD Almeria, CF Fuenlabrada and Cádiz CF have recorded growth of over 85 percent, year-on-year.

“This shows that an increased focus on digital helps clubs to reach a wider fanbase,” Santana added.

“In the last year, La Liga clubs have recorded some of the highest growth rates in Europe when it comes to digital adoption, particularly within digital communications.

“Our focus is to continue building on what has been achieved and to continue working with clubs of all sizes to embrace new digital tools that will help evolve their business and support the growth of the entire competition.”

La Liga has formed alliances with technology giants such as Microsoft, building dedicated teams of technology experts in innovation, as well as data analytics.

These teams have continued to stimulate growth opportunities for clubs, through the sharing of resources and expertise.

“At La Liga, we’ve created a portfolio of digital services and integration programmes that allow us to respond to the concrete needs of each club,” Santana claimed.

“We’ve built an ecosystem in the areas of innovation, digital and data that we’ve made available to clubs to help them with their business objectives.”

Examples of this include platforms that are shared with clubs to help them build apps and websites, the use of the Sandbox tool for analysis of match data in the cloud and much more.

“The new technologies that come from digital transformation provide the flexibility to adapt to constantly evolving behaviours and consumption habits, so the appearance of new products and services, as well as the appearance of new models, will be more frequent,” she said.

“This will make the competitive environment more complex but richer.

“At La Liga we have always conveyed the importance of digital transformation to clubs and its impact on competitiveness. The success we are seeing is creating a drive for new innovation across the competition and this is something we will continue to support,” Santana concluded.

For more information on the local scene, read our piece on why digital transformation is vital for Australian football here.

Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Deltatre: The all-rounder for leading innovations

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Deltatre is changing the way fans consume and engage with their favourite sports, with specialist innovations ranging across over-the-top (OTT) streaming, websites and apps, graphics, data, officiating systems, user experience, and product design.

Speaking to Soccerscene, Craig Harvey, Deltatre’s Vice President of Asia-Pacific explains: “We guide sports organisations through change. Using data and insights, combined with over 30 years of experience in sport, we analyse, design and deliver the next level of growth through technology and services.”

With an extensive client list in football – featuring FIFA, AFC, J League and all MLS clubs, to name a few – Deltatre brings an unrivalled experience to any football organisation that is seeking to build its brand by engaging, understanding, growing and monetising its fans.

Deltatre growth in Asia-Pacific

Deltatre has experienced significant growth in recent years, and has expanded its presence around the world, with over 1000 staff across 11 countries. In 2015, Deltatre made a strategic decision to build a presence in Asia-Pacific and localise its service to adapt to the needs of the clients in the region.

Now with nearly 100 staff distributed across Australia, Japan, Hong Kong, Singapore and India, Deltatre is better placed than ever to deliver; and clients such as Asian Football Confederation (AFC), J League and India Super League (ISL) are already benefitting from this strategic initiative.

Indeed, the ISL appointment of Deltatre reflected the mission to redevelop its on-screen storytelling of the fastest growing sports property in India. Deltatre developed, designed, and deployed a best-in-class graphics solution for the full season, and implemented sophisticated remote production that ensured adaptability. Such implementation came to the fore this year, considering the significant restrictions imposed by COVID-19 in India, with operations limited to strict bio-secure bubbles in Goa and Mumbai, as outlined in this case study.

Harvey touches on the success on this project: “Delivering live sport can be challenging at the best of times. In today’s world, it takes a new level of commitment, adaptability and innovation to ensure a safe and successful delivery. Delivering this seasons ISL was arguably one of our hardest deliveries, ever, but the toughest times often lead to our greatest moments.”

Leading Innovation

Beyond the world of broadcast, Deltatre is renowned for its work across data, owned & operated digital platforms and OTT streaming services; be it collecting the official data for the Bundesliga, or powering MLSSoccer.com and NFL Game Pass, as a few examples from a distinguished list of projects around the world. In addition, Deltatre provides the technology backbone to managing competitions and events for several organisations, streamlining both internal and external processes and tasks.

Harvey adds, “At our core, we are a team of technology experts with a passion to bring sport to life. Over the past 30 years we have built and refined our products and services to connect the media value chain to maximise performance and operational effectiveness for all stakeholders.”

An area where Deltatre has seen great traction in the past few years is the centralisation of digital platforms for leagues to better support the future of their clubs and members. The multi-tenant approach – using FORGE Multiply – brings unity to every member, large or small, and offers an ecosystem designed to support them engage, understand and connect with their community and fans, and ultimately grow their sport.

“A powerful example of work is highlighted in our recent announcement on becoming the web technology partner for Major League Soccer (MLS), supporting the league and its clubs transform the fan experience.” Harvey said.

Beyond Football

Deltatre’s capabilities and experience extend far beyond football, and sport. In 2018, Deltatre acquired Massive Interactive – which was founded in Australia in 1996 and now uses its office in Redfern as its Australian HQ – bolstering Deltatre’s OTT capabilities with products capable of delivering entertainment platforms for media organisations around the world.

Harvey added: “We predicted that media organisations would consolidate OTT viewing experiences across sport and entertainment, and so the acquisition of Massive Interactive has uniquely positioned Deltatre as leaders in both live and VOD content management, paired with world-class products that deliver engaging experiences at scale.”

Soccerscene takes a closer look at the variety of products and services Deltatre brings to market – all of which could well be applicable to organisations throughout Australia that are looking to augment their capabilities.

DIVA – Bring fans closer to the action.

An advanced OTT player, DIVA offers fans more than simply watching the game. If you’re watching from home, you want to experience every moment in fine detail. You get all the data you could ever want, with the ability to view from multiple angles – available on mobile, web, and Android TV.

AXIS – Drive user engagement.

User experience (UX) is at the heart of AXIS, giving editorial teams the chance to tailor their content to suit each sports fan. AXIS uses an easy-to-use drag-and-drop interface that can control all aspects of an organisation’s OTT service to deliver increased engagement, such as design, navigation, promotions, page layout, and content.

Mtribes – Give your users a more personalized experience.

This software as a service (SaaS) platform has been created for real-time insights on user experience. To be successful in digital, data is the key indicator. To understand users, there needs to be the right tools in place to see how the audience is interacting with a service. Mtribes plugs into an existing sports technology stack to be assessed by operators. With the power of data, they can make changes to a service’s features, design, and content depending on a user’s behaviour traits.

FORGE – Engage your fans through storytelling.

A sports-oriented audience is hungry for content and wants that content all in one place. FORGE is the world’s first sport-focused publishing platform that meets the needs of all audiences on a global scale. It offers flexibility for sports operators to tell their unforgettable stories through this modern-day solution. FORGE has been built from the ground up to create a content platform that’s simple to use and lets editorial teams produce content as they like. It also lets teams get a better idea on how much time they engage with their fans and to decide on the appropriate channels.

To see all that Deltatre has to offer, you can find it here.

Dig Inclusion makes digital access available for everyone 

For stadiums around the world, infrastructure has been created to cater for people with disabilities, however access to club websites and apps cannot be overlooked. 

In the past, stadiums had been designed so people with disability can still access the venues. As we know with COVID outbreaks, attention has now shifted towards how we get these people into the grounds by using apps and in particular to scan a QR code for contact tracing. 

As we have seen in 2021, the QR system has become a mandatory tool, while at the same time we have seen the need to go with virtual tickets, rather than the printed out copies we had always been accustomed to. 

For clubs and stadiums, they want to ensure that fan experience is at the optimal level, so that means they have to assess the accessibility for disabled people and ways for them to have entry to venues without an enormous amount of hassle. 

This is where Dig Inclusion can help. They are a digital accessibility service who ensures that football club websites and apps are equally available for everyone. 

For clubs, they should be asking themselves whether disabled fans have the same opportunity to buy tickets online as everybody else, while the other consideration should be if news feeds, match statistics, websites and apps are as user friendly as they need to be. 

For digital accessibility, Dig Inclusion takes into account people who are colour blind, dyslexic or have cognitive impairments (including people living with dementia). Through a club’s website or app design process – from the use of font, to language, to colour contrast – are all highly important so nobody feels overwhelmed when accessing a club’s resource. 

For example, if a disabled fan wants to buy some club merchandise, then they will have the same opportunity to browse and make that purchase just like any other person would, with tailored options available to assist anyone who needs it. 

When teams partner with Dig Inclusion, they are there for every step of the way, from accessible testing, research and strategy, to accessible development and content creation, and finally a check on websites, mobile apps, PDF documents and ebooks among some of the benefits. 

All of Dig Inclusion’s services are designed to help clubs keep pace in a rapidly changing digital age: 

Accessible design review: To highlight visual aspects of a design that need to be checked for accessibility, such as colour contrast and positioning. This looks at common accessibility pitfalls and turns this into what would be the ultimate experience for all customers. 

Accessibility help desk: Advice and support from someone who understands the company and what they do, offering fast response times and specialist knowledge for any stucks in the digital accessibility process. 

Mobile accessibility: Helping to get the most out of tablet and smartphone users, with those devices more often used than desktop or laptop. This is very important for disabled or elderly fans who would like to use mobile technology. 

Web accessibility: Advising organisations about the Web Content Accessibility Guidelines (WCAG) in an easy-to-understand manner, as design agencies and web developers may find it difficult to grasp or keep pace with updates as they become available. 

Disabled user testing: It’s not only digital content meeting accessibility guidelines that is important, but also making sure that the experience of a disabled person using a product is a good one. 

PDF accessibility: Accessibility guidelines are not just designed for webpages, but anything that a customer downloads is also included. Dig Inclusion can produce PDF documents that go alongside WCAG with equal access as a typical website. 

Video accessibility: When businesses make advertising material, they can be supported with transcripts, captions, subtitles, or audio descriptions that they probably would have not used before on their own. 

Ebook accessibility: Tablets have been a valuable way for people to virtually read books and other publications. An accessible ebook gives all readers instant access to fit their needs, regardless of print disability. 

Dig Inclusion provides ways for clubs to navigate the challenges associated with building an app or website for equal opportunities. To learn more on Dig Inclusion, you can find it here. 

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