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La Liga’s FIFA 20 Esports tournament attracts over a million viewers

La Liga’s charity FIFA 20 Challenge Esports tournament held over the weekend had more than one million viewers in total who tuned in, according to the Spanish top-flight soccer league’s organising body.

Collectively there were 18 teams from Spain’s top-flight who took part in the competition on 22nd March, which was streamed live via YouTube, Twitch, the LaLigaSportsTV over-the-top (OTT) platform, as well as on La Liga’s official social media channels to ensure everyone could get access to the coverage.

Barcelona and Real Mallorca weren’t allowed to participate due to their sponsorship with Konami – the makers of FIFA 20’s main competitor, Pro Evolution Soccer.

The tournament was organised by Esports commentator Ibai Llanos and endorsed by La Liga, where it took shape in partnership with Spanish banking group Santander, La Liga’s main title sponsor, as well as EA Sports, the producers of the most recent FIFA 20 title.

It raised more than €140,000 ($250,000) to fight Covid-19, as Spain has become one of the hardest hit countries in the world.

La Liga commentator Miguel Ángel Román joined Llanos in presenting the matches, and players gave interviews in the aftermath as an effort to replicate the feel of a traditional match day experience.

The tournament was created and launched whilst the La Liga season is suspended amid the coronavirus pandemic. The final itself saw more than 170,000 viewers tune in as Real Madrid striker Marco Asensio beat Leganés player Aitor Ruibal to claim the title.

In terms of linear distribution, La Liga’s domestic broadcast partner Movistar+ also showed matches on Spanish television, via its Deportes 1 channel, while Eleven Sports also aired the tournament in Belgium and Portugal.

La Liga has said that it is also carrying out further analysis to clarify the tournament’s reach via the #LaLigaSantanderChallenge hashtag, which was shared by influencers, clubs, and players, as well as Movistar and La Liga’s US broadcast partner, BeIN Sports.

Judging by the numbers for this tournament, it proved to be the winner as gaming proves popular while people are having to self isolate.

The EA Sports FIFA franchise has connected fans all around the world, continuing to be a popular source of competitive online gameplay.

Brisbane City Council waives lease fees for football clubs

Lord Mayor Adrian Schrinner has announced Brisbane City Council will waive all charges, rents, levies and permit fees for all businesses as they face economic problems caused by the impact of the coronavirus outbreak.

Lease fees for community organisations will also be waived, which includes grassroots football clubs.

In the next three months, fees and charges will be waived for businesses and lessees as part of the $7.9 million business relief package.

“This is about protecting jobs and community organisations, not just the livelihood of business owners,” Cr Schrinner said.

“We will reassess the policy once we know the true impacts on the Brisbane economy and workforce after 30 June. Also, anyone who has just paid any one of the fees since 1 March will be given special dispensation.”

UK based Eleven Sports Media continues to evolve – where next?

Founded in 2009, Eleven Sports Media continues to have a huge impact on the world of sport, particularly football.

The UK company provides a range of in-stadium products, that give fans a better engagement experience at the stadium.

The company’s development team built both its StadiumTV and StatTV platforms, which are a big part of the match day experience for over 500,000 fans in the UK.

The StadiumTV platform has over 1,800 screens and is now showcased at over 50 sporting venues, making Eleven the biggest media network in UK sport.

Its StatTV and StatTracker channel brings live stats to stadiums and official club social media platforms.

While their products continue to garner widespread attention, brands associated with the company are allowed to engage with these huge audiences across the football landscape.

Eleven have provided various partners with comprehensive activations, including PR support, detailed campaign reports, social media amplification and organised marketing opportunities.

The company has had critical success with its Partner Programmes setup, with their model recognised as the best in the Football Business Awards.

Eleven have a partnership with the London Stadium as well as clubs such as Newcastle United, Rangers Football Club and Leeds United.

The company believes the expertise and knowledge they have is a huge asset in a commercial partnership programme.

“We realised that many brands failed to have a predefined activation plan when they were partnering with clubs,” CEO of Eleven Sports Media, Matt Cairns, told fcbusiness.

“They were spending money on acquiring rights but then didn’t have a plan in place to fully activate that sponsorship and make it work.”

Eleven identified that there was little structure to most commercial partner programmes, therefore they implemented an organised tiered structure.

The use of segmented LED with their proprietary inventory, as well as a strong focus on applying activation strategies, help brands pinpoint the commercial opportunities they can capitalise on.

“We’ve sold or facilitated over 300 partnerships in the last 12 months and everyone has had built in activation which has been delivered by Eleven.

“We advise each partner on the exposure to be gained from the media buy, but also ensure that their campaign is amplified by helping the partner celebrate the partnership and ultimately raise the profile of the brand by taking their association with the club beyond traditional football audiences.”

Many start-ups lack the resources to take advantage of commercial benefits in a partnership, so Eleven has tried to address this.

By arranging an end-to-end solution, Eleven takes accountability to ensure partnerships are fully activated.

“For a partner programme to have true commercial success, it goes well beyond having the correct list of assets.

“There are dozens of variables which will result in success or failure, at Eleven we believe that it is that attention to detail which sets us apart from anyone else in the industry,” added Cairns.

Eleven gives clubs access to in-depth insights, campaign analysis and sales training to improve aspects of each partnership.

The use of Eleven’s Insights department has already given clubs the opportunity to achieve their highest commercial numbers in a partnership.

“Although clubs have commercial teams, many don’t have that dedicated resource around insight that we have where they can really delve into that next level of commercial insight,” added Eleven’s commercial manager, Jordan Wilson.

“We found that we were delivering it so successfully for ourselves it made sense that clubs should get this too and they’re finding it really valuable.

“It also gives us that next level of insight when creating new partnerships, ones that are meaningful and built on something.”

Cairns adds: “When a company is investing in a high-level sponsorship it can achieve certain goals by a standard associated set of rights, but it won’t achieve the true value unless it is harnessed and leveraged by the brand to the point it becomes ingrained in every part of the organisation.

“We understand that and have got a proven track record in delivering this service.”

With over ten significant UK Clubs already using the model, the Eleven Partner Programme is looking to explore its possibilities in Europe and other areas.

Is this a viable proposition to those in Australian football circles?

FIFA opens World Cup video archive during COVID-19

Soccer’s world governing body FIFA has opened up a men’s and women’s World Cup video archive featuring full matches due to the mass suspension of domestic and international games caused by the coronavirus pandemic.

The aim is to bring football home with people able to have their say upon the release of a new video archive that will help get people through this unfolding crisis.

The #WorldCupAtHome campaign will see more than 30 past matches made available and premiered from 21st March via FIFA’s official website and YouTube channel, as well as its Weibo channel in China.

The soccer body have based the campaign around allowing fans to vote on games they want to see via social media. Additional engagement opportunities will also allow viewers to interact with live chat on YouTube and vote for a favourite moment of the match.

FIFA will additionally make available a catalogue of its in-house documentary features and interviews with some of soccer’s biggest names.

Due to the isolation process that people will continue to experience likely being over the next few months, the archive is designed to be an immersive experience that gives fans the chance to relive their favourite and most memorable moments and gaining the best experience possible from their homes.

FIFA has already seen its opening votes, with Spain vs Netherlands edging Brazil vs Colombia and Germany vs Argentina in a 2014 World Cup vote, while in the France 2019 Women’s World Cup poll, the semi-final between England and USA prevailed over France vs USA.

As fans all around the world are craving something to enjoy in these unprecedented times, FIFA has put their foot forward to unite fans in a time of uncertainty – providing us with this access to games in tricky times for us all.

This voting process will take place over the next six weeks, helping fill a void left by the growing number of competitions to suspend their seasons.

Until regular football activities are resumed, we’ll be able to take the time to reflect on past achievements and milestones all around the world and celebrate the game that is.

© 2019 Soccerscene Industry News. All Rights reserved.

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