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.