LALIGA confirm strategic digital content deal with TikTok

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LALIGA and TikTok have entered into a strategic collaboration, positioning the popular video-sharing platform as a key digital content partner for the Spanish football competition.

This partnership signifies a new era in how fans can engage with football, offering fresh, innovative experiences and exclusive content to TikTok’s global user base of over one billion.

Through this agreement, TikTok becomes the primary platform for distributing official LALIGA content, including formats specifically tailored to the app’s creative environment.

LALIGA will leverage TikTok’s features to provide behind-the-scenes insights into Spanish football using the hashtag #InsideLALIGA, offering fans a unique perspective on the league.

Fans can also look forward to collaborations with top TikTok creators, who will bring their dynamic style to the sporting world, offering exclusive content that captures everything from on-pitch action to the day-to-day life of the clubs. This partnership promises to enrich the fan experience, bringing them closer to their favourite teams and players.

Additionally, TikTok will act as the priority innovation partner for LALIGA, its clubs, and its players, granting them early access to new functionalities and advanced formats on the platform.

The Spanish top-flight league noted in the official statement that the agreement marks a “milestone on how football fans can enjoy and connect with their favourite sport, offering innovative experiences and exclusive content to TikTok’s global community.”

This collaboration will enable LALIGA to deliver exclusive digital activations around significant moments during the season, such as key derbies and finals.

The agreement also includes training sessions for LALIGA clubs and professionals, aimed at enhancing their digital skills and optimising their use of TikTok as a communication tool, ultimately helping them strengthen their connection with fans.

Conclusion

With this partnership, LALIGA continues to prioritise innovation and the exploration of new audiences through digital channels, with the league becoming the first major European competition to have an agreement with TikTok.

TikTok plays its role as a leading entertainment platform, driving digital engagement in the Spanish sports industry and connecting with millions of football enthusiasts worldwide.

It’s the perfect way to target the younger demographic of football fans whilst also exploring the short form video space that has the opportunity to redefine the consumption of sports content.

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Glasgow City FC and ALT Champion Sustainable Women’s Football

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Glasgow City FC has confirmed a new deal, which the club believes could serve as a model for funding a sustainable future for women’s football.

Glasgow City FC introduced the City Collective at the start of the 2025/26 season, a sponsorship model for female-led, purpose-driven businesses and cultural organisations that reflect the club’s values, fostering a network of mutual benefit.

The City Collective has now secured title sponsorship from ALT, a Glasgow-based creative campaigns agency led by co-founder Laura Haggerty.

At its heart, ALT specialises in strategic use of media and digital channels, and they build on this expertise by working with a collective of external experts, the ALT Collective, which includes specialists in brand design, PR, web development, and insight.

Glasgow City FC Head of Commercial Stef McLoughlin, expressed the values that guide the club and its community.

“‘Well behaved women seldom make history’ is an ethos we carry into everything we do. In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same,” she said via press release.

“Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.”

Founded in 2018, ALT is a creative campaigns agency that has quickly established a strong presence in women’s sport and beyond, delivering marketing campaigns for national and club-level women’s competitions, as well as the World Boxing Championships, which this September featured men’s and women’s bouts on equal footing.

ALT Co-founder Laura Haggerty, reflected on the shared vision between the agency and the club.

“When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values. I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates,” she said via press release.

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

This alliance sets a new benchmark for women’s football, promoting both sustainability and growth by creating lasting opportunities, strengthening community engagement, and providing a model for other clubs to follow.

Macarthur Bulls Strengthen Ties with Better Life Mobile

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Macarthur Bulls FC has confirmed that Better Life Mobile will join the club as a major supporter for the current season.
This new alliance brings together two organisations dedicated to value, community involvement and inclusion, with Better Life Mobile set to feature on the sleeve of the Bulls’ 2025/26 jersey.

Better Life Mobile is Australia’s “fair mobile phone company,” operating as a certified social enterprise through Social Traders and earning global recognition for its innovative efforts to keep vulnerable communities connected.

Its social impact has been acknowledged internationally, with the company receiving the Most Impactful MVNO award at the MVNO Nation Awards in Spain for both 2024 and 2025 ceremonies, highlighting its leadership and commitment to environmental, social, and governance (ESG) excellence.

Better Life Mobile began when its founders, Russel and Adrian, set out to help people experiencing homelessness access affordable mobile service, a need they saw was being ignored. Since then, the mission hasn’t changed: to make mobile phone use more equitable and affordable for everyone.

Through its connection with Macarthur Bulls, Better Life Mobile will offer members, fans, and club staff access to its prepaid mobile and internet services delivering strong coverage, flexible plans, and competitive pricing, while supporting the club’s commitment to affordability and community accessibility.

Better Life Mobile CEO Ante Zizic, shared his enthusiasm for the new collaboration.

“Partnering with Macarthur Bulls is a perfect match for Better Life Mobile. We believe strongly that access to affordable, transparent mobile and internet services is a key enabler for community participation and connectivity. By working together with the Bulls, we can offer supporters and members a real alternative in telecommunications – one without hidden fees, one that supports inclusion, and one that gives value. We’re excited to play our part in the club’s success and its connection with the local community,” he said via press release.

Macarthur Bulls FC Chief Commercial Officer Mark Jensen, reflected on the significance of the new collaboration for both the club and its community.

“We are thrilled to welcome Better Life Mobile as a major partner of the Macarthur Bulls,” he said via press release.

“This partnership strengthens our commitment to making our club accessible, community-focused and future-facing. With Better Life Mobile’s flexible and fair prepaid mobile and internet solutions, our supporters, players and volunteers will benefit, and the club’s reach and digital engagement will be enhanced. We look forward to a successful and dynamic collaboration.”

Better Life Mobile seeks to give back to the community through a range of social initiatives, providing mobile phones with free credit to those most in need. Its annual “Santa Calls” campaign supplies community organisations and welfare agencies across Australia with free phones and call credit.

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