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Mondia: The technology company partnering with Spain’s top-flight to deliver La Liga Xtra globally

Mobile technology company Mondia group has teamed up with La Liga and become their official technology and commercial partner for the creation of La Liga Xtra, a subscription-based mobile service which will offer exclusive content and experiences to football fans.

Through an agreement with Orange group, the platform will be available in European, African, Asia Pacific and Middle Eastern markets to the operator’s millions of customers in the coming months. This will be the initial roll-out of the service, with Mondia continuing to distribute the offering through their various partnerships across the world.

The La Liga Xtra platform includes exclusive video content, images, articles, infographics as well as upcoming fixtures and in-depth player and team info. Users of the service have the choice to subscribe to a package on either a daily, weekly or monthly basis.

In addition, users can play games such as quizzes, a prediction challenge and La Liga’s fantasy football game, with the option of competing against others.

Interactive experiences are also on offer to La Liga Xtra subscribers, including the chance to speak with a La Liga Ambassador in a live chat.

70 countries are set to host this platform, with more announcements to be made in the coming weeks. The platform will be available on desktop, mobile and tablet devices, hosted within the Orange ecosystem.

Speaking about this launch, Óscar Mayo, La Liga’s Head of Business, Marketing and International Development, told the La Liga Newsletter: “This is an exciting venture between two organisations with an extensive global reach and the desire to build communities of football fans through engaging content and new experiences.”

“We want to entertain fans all week long, not only during the 90 minutes of a match, and we are convinced that LaLiga Xtra will achieve this,” he continued. “Our goal has always been to get closer to fans across the Middle East and Africa to show everything that Spanish football has to offer. We’re excited to continue building these connections by working with Mondia and Orange group.”

Mondia has reached over 1.4 billion global users and counting, previously working with brands such as Disney, Sony, Universal, Nintendo and other prominent telecommunications companies.

In this case, Mondia will organise integrations between La Liga and Orange, developing, managing and maintaining the subscription platform. The company’s digital payment entity, Mondia Pay, will be the official payment partner and will direct payments through direct carrier billing and other cashless options.

“Our partnership with LaLiga is an endorsement of our expertise in creating digital experiences for all. Our ability to create an end-to-end solution including digital payments, is the real value Mondia brings together with our experience in operating in many markets across the globe”, said Paolo Rizzardini, Chief Commercial Officer at the Mondia group.

“LaLiga is a premium content partner with a commitment to delivering exceptional experiences to their audiences, and we are thrilled to help make initiative a reality”, he added.

Leaning on its two decades of experience in similar business deals, Mondia is adapting marketing strategies and promotions based on each market to tap into local nuances and cultures. The Orange group’s contribution will also be noticeable in this area, by assisting with various campaigns both online and offline.

While the new platform will initially be available to Orange group customers, there are plans to expand the reach of the service to multiple telecommunications companies around the globe in the near future. The Spanish top-flight competition and Mondia will also study the data to refine the platform and provide a continually improving user experience over time.

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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.

LiveScore continues to grow its global reach through partnership with La Liga

New technological innovations continue to be an important factor in how football fans consume the world game across broadcast and digital media.

This growing trend was part of the motivation behind La Liga and LiveScore signing a three-year global sponsorship deal at the beginning of the 2019 season.

While the coronavirus pandemic has caused a disruption to both organisations’ core business offerings, the partnership has continued to develop ways to engage fans and enhance their experiences.

LiveScore services over 56 million active monthly users in over 200 countries through their app and website.

The organisation wanted to work with the high-profile Spanish competition to continue to accelerate its growth and global reach.

“La Liga undoubtedly has a reputation as one of the best football leagues in the world”, Will Thomas, Head of Sponsorship at LiveScore Group, told the La Liga Newsletter.

“We want to align ourselves with leading sports institutions that share similar ambitions to us, centred around growing fanbases, speed, reliability and digital innovation. We found La Liga reflected many of these qualities.”

La Liga provides LiveScore with multiple digital assets, as well as increasing the visibility of the brand with pitch-side advertising boards, fourth official boards and social media posts.

In saying this, however, the partnership centrally revolves around LiveScore’s sponsorship of La Liga Replay360° technology.

Every time Replay360° is used in a broadcasted match, which is on average six times per game, LiveScore is showcased as the presenting partner responsible for the technological innovation.

Edited clips are also shown on La Liga and LiveScore’s social media channels, with Replay360° generating over 35 million video views and five million positive engagements for LiveScore last season.

“Early indications through our research suggest that we are beginning to get some cut-through in terms of sponsorship awareness in many of our focus markets, amongst both La Liga fans and LiveScore users”, Thomas added.

“Millions of fans watch La Liga matches and follow their social channels, where we regularly appear, so the rights have been a solid base for us to work from.”

The technology is still considered to be a relatively new innovation and one that fans continually appreciate.

“It appears as if the fans love seeing goals from this unique perspective, as engagement sentiment has been very positive,” Thomas said.

“LiveScore is in the business of providing goal updates and scores to football fans, so building on this association is both obvious and important to us.”

The arrival of the global pandemic did force some adjustments, with both parties having to think on their feet when it came to their previously arranged agreement.

“We want to enhance the LiveScore user experience through our sponsorship assets, providing better content and more unique fan experiences and rewards,” Thomas explained.

“Clearly, the pandemic has made this more difficult as it has been impossible since March to utilise things like match tickets, hospitality and ‘behind the scenes’ access. So, we have really focused on what we call ‘the controllables’ and that is broadcast and digital.”

To succeed in this space, LiveScore worked with La Liga to produce video content that was unique to the situation.

“We have collaborated with several past and present La Liga players such as Steve McManaman, Patrick Kluivert, Marc Bartra, Ivan Rakitić, Saúl Ñíguez and Samuel Chukwueze, as well as LaLiga President Javier Tebas, which is enabling us to provide regular engaging content that fans are already enjoying,” Thomas stated.

With around 25% of LiveScore users following La Liga passionately, there was keen interest in this content amongst its own userbase and also from those who follow the La Liga’s digital channels. The first ‘LiveScore Challenge’ films featuring players, as well as accompanying interviews, are already available on both organisation’s social channels with approximately 25 individual videos to be released by the end of the 2020/21 season.

As La Liga continues to enhance its own OTT streaming service, the Spanish competition is in a position to share new findings with partners such as LiveScore who are looking to develop similar offerings.

LiveScore launched a free-to-air live streaming service in June of this year.

“We’ve been delighted with the response at this early stage,” Thomas revealed.

“LiveScore app users in the UK, Ireland and Nigeria are now able to access live matches from some of the top football competitions around the world and over 70% of app users in each of those markets have watched a match so far. Furthermore, 25% of those viewers have gone on to watch more than 10 live matches – a sign that our users are enjoying the action we’re providing.”

Both companies will continue to try to stay ahead of the technological curve, with the data they have gathered through a wide userbase, vital to detect new trends.

“The provision of insight is something we work closely with rightsholders on to shine a light on the popularity of specific competitions around the globe and how LiveScore streaming its content can influence this in a positive way,” Thomas said.

For example, LiveScore can provide La Liga information on the level of interest in certain fixtures and teams in certain markets, with the ability to compare those figures to other leading leagues and clubs across the world.

“From a research and development sponsorship perspective, we are continually sharing key findings with each other on the successes and challenges of the partnership,” Thomas noted.

“From a broader business perspective, outside of the confines of the sponsorship, we are a digital global content business that is accessible to sports fans all over the world and we are always open to providing advice and support to our trusted partners.”

“We are still in the infancy of our partnership, but I am sure future innovations will come as we continue to work together,” he concluded.

La Liga’s Ultimate Xpert a ‘roaring success’

La Liga has declared the first edition of La Liga’s Ultimate Xpert a ‘roaring success’ after the first round of the new quiz competition was held in early December.

The competition will be held on 20 matchdays over the course of the rest of the season and sees fans use their La Liga knowledge to compete to win prizes such as official shirts and footballs.

La Liga Ultimate Xpert contests are run in conjunction with La Liga broadcast rights holders across the world.

Each contest focuses on one of the 20 different La Liga clubs, with questions asked by La Liga figures including current players and La Liga ambassadors.

The winners of the Ultimate Xpert competition in each region could win a trip to Spain and an exclusive football experience as part of the LaLiga Experience 2021/22.

Australian supporters can participate in the competition via local broadcaster beIN Sports – details on how to participate are released via beIN Sports Australia’s social media channels and the beIN Sport’s ‘Early Kick Off’ show every Friday.

“The format of the competition has been designed in a way that will promote traffic to broadcasters’ websites, digital platforms and social media accounts and that will boost engagement on such platforms,” La Liga said.

“A priority for LaLiga is to maintain close relationships and collaboration with its broadcast partners to help them maximise the value of their rights and this is just the latest example.”

In further La Liga news, the league’s president Javier Tebas has revealed that the organisation is working on a 10-year plan that focuses on the growth of the league.

“I think over these next 10 years, the most important thing for us will be the digital ecosystem,” he said during an interview at the World Football Summit Live in late November.

“There’s already an understanding of what’s coming with regards to audiovisual rights, to technology and to over-the-top (OTT) platforms, which are here to stay. All of this means there’s a need to make plans for a long-term period of transition.”

“We’ve been working on our digital ecosystem for several years and have invested a lot of money in this, in the likes of OTT and anti-piracy.”

Tebas also said the La Liga was working on a La Liga version of the NBA League Pass, a digital subscription which gives fan access to every match.

Leeds United sign Dugout content deal

Leeds United content will be available on the video-only football platform Dugout, after the club signed with the digital media company.

Leeds United content will be available on the video-only football platform Dugout – after the club signed with the digital media company.

A range of digital content including archive footage of former Leeds stars such as Tony Yeboah, Mark Viduka and Lee Bowyer will be featured on the Dugout mobile app and on Dugout.com.

Leeds United Executive Director Paul Bell explains that the partnership allows Leeds to further connect with fans all over the globe.

“Over recent seasons we have been working hard to grow the Leeds United brand both on and off the pitch, with last season’s promotion to the Premier League testament to that,” he said.

“Since returning to the Premier League we are seeking to tell our exciting story to fans around the world and have managed to secure a number of exciting content partnerships to help facilitate that goal, working with OneFootball to reach millions of fans through their platform, partnering with Roc Nation to amplify our brand and content in the USA and most recently collaborating with Ninjas in Pyjamas as we enter the eSports arena for the first time.”

The partnership hopes to attract new fans to the club via curated digital content.

Dugout was founded in 2016, by A.C. Milan, Arsenal, FC Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid.

The platform receives over 400 million views a month and is partnered with more than 120 football organisations.

Dugout also provides revenue for clubs with adverts either before or during a club’s content.

Co-Founder and Chairman of Dugout, Elliot Richardson, addressed how Leeds is an iconic club with a large fan base.

“It is a club that is digitally innovative and we are looking forward to working alongside them to provide high-quality, bespoke and exclusive football content during the first season back in the top flight,” he said.

“Our extensive global network of premium publishers will now have access to the latest Leeds content ensuring the club can reach a truly global audience via new channels.”

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