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.

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.

DAZN removes paywall on women’s football including the Champions League to encourage growth

British sports streaming service DAZN revealed its decision to cancel the subscription fee for women’s football content throughout the remaining 2023-24 season in the UK, in order to help promote the women’s game.

Its New Deal for Women’s Football campaign has been introduced to help boost investment and make the women’s game financially sustainable.

The New Deal campaign is calling for clubs, sponsors, media and broadcasters and rights holders to get involved and come together to build a major global commercial sport.

The original strategy that was outlined in the agreement was that in the initial two years of the broadcast deal (21/22 & 22/23 seasons), where all 61 matches were available for free viewing.

Then in the 2023/24 season it moved to a subscription-based model, locking out fans from being able to view the games live on DAZN or its YouTube channel for free.

This announcement affects all Women’s Champions League matches, as well as the Women’s leagues in Spain, Germany, France, Italy, and Saudi Arabia, which will now be accessible without cost.

This means the remaining 29 Champions League matches, 48 Liga F matches, 48 in Frauen Bundesliga, 15 Saudi Women’s league and 50 in the Italian Serie A Femminile will be broadcast for free in the UK.

DAZN released a statement last Thursday that mentioned the reason why the streaming company decided to make the games free.

“This will drive audience growth and provide a new global home for women’s football, offering greater access to games, content and the international women’s football community,” confirming that the decision is part of its new campaign to “ensure a commercially robust future for women’s football.”

DAZN’s co-CEO of women’s sport, Hannah Brown explained what this move means for the future of the sport.

“The women’s game has significant commercial potential,” she said in a statement.

“Without it [the New Deal campaign] a golden opportunity to accelerate growth is lost.”

The numbers released by DAZN since the start of their partnership agreement with the Women’s CL also suggest that there is a magnification on women’s football.

In the competition’s inaugural broadcast year for the 2021/22 final they got 3.6 million in global viewership and a cumulative viewership of 64 million. This went up to 5.1 million for the 22/23 final and an 87 million cumulative global viewership total.

The decision to make women’s football accessible is the right one at the expense of money earned through subscriptions. The best way to grow the sport is to maintain a healthy audience and to not restrict women’s football from the masses in its time of extreme growth.

StairMedia: Illuminating stadiums and driving commercial growth in football

It’s likely that football’s TV audiences never actively notice the stairwells of a stadium whilst watching a match. Yet, one company is working to change this by providing football organisations with the opportunity to illuminate its stairwells whilst stimulating economic growth.

StairMedia is a company originating from Spain that installs LED technology for stadium stairwells. Each step is installed with horizontal hardware that, once connected together, delivers an unmissable vertical display.

We currently see leagues and clubs offer televisual space for its sponsors via advertising hoardings, playing shirts and pitch markings. However, StairMedia offers sporting organisations the opportunity to increase its commercial income by maximising the space occupied by banal stadium stairwells.

It is the latest collaboration between technology, marketing and sport sectors, further illustrating the desire of sports organisations to unlock its marketing potential. It also helps to deliver a greater experience for sponsors, who reap the benefits of a highly engaging advertisement that captivates TV audiences.

The company began its sporting journey in basketball, permanently installing its product in the home arena of Spanish basketball club, Saski Baskonia. Since then, it has established high-profile partnerships with some of football’s most recognisable stadiums and organisations.

Most recognisable is Wembley Stadium, where its TV facing stairwells display the logo of the England football team’s official mobile network partner, EE, during their games. The English FA has also utilised StairMedia for its FA Cup semi-finals and finals, helping the competition’s sponsors capture the attention of viewers nationally and internationally.

Later, English powerhouse Manchester City capitalised on StairMedia’s prominence by permanently installing its technology on the stairwells of the Etihad Stadium. This deal has been replicated by Liga MX clubs Chivas de Guadalajara and Santos Laguna.

At the centre of StairMedia’s product is the use of LED technology to illuminate each step on a stadium stairwell. The use of LED in football is not new, with elite stadiums and local grounds turning towards the option for powering floodlights, scoreboards, big screens and advertising hoardings. Therefore, using the technology delivered by StairMedia ticks an important environmental sustainability box for football organisations.

Another plus is the high levels of energy efficiency and durability that comes with LED products, making them a more financially viable option. This ultimately contributes to the return on investment football organisations hope to achieve when installing StairMedia technology.

Behind this is a software system that seamlessly integrates with existing stadium technology, making installation easy for stadium staff and contributes to a highly engaging image for television audiences.

The NRL pioneered StairMedia’s innovative product for its finals series, evidencing its potential in the Australian sports stadia market. This represents a massive opportunity for Football Australia, and the Australian Professional Leagues (APL), to entice current and future sponsors through StairMedia’s game-changing product.

At a time where Australian football is coordinating a major expansion effort, engaging with innovative companies like StairMedia would help unlock new marketing potential. This would play a major role in helping the aforementioned organisations reach its key targets and achieve greater financial stability.

Depending on the timeframe and costing structure, Football Australia or the APL could seek to implement the technology incrementally – as done in the United Kingdom – showcasing it at major events such as the A Leagues Grand Finals, Australia Cup Finals, and World Cup qualifying matches.

Capturing every inch of televisual space for sponsorship and marketing is not an easy task, but through technology companies like StairMedia, football organisations can improve their commercial standing in an environmentally sustainable manner.

We expect to see the stairwells of football stadiums continue to come to life, as StairMedia expands its operation across the globe.

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