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LaLiga Tech launches with focus on fan engagement

LaLiga, the organising body of the top two divisions of Spanish club football, has today (Tuesday) announced the official launch of its LaLiga Tech division, with fan engagement one of three main areas the company will seek to address.

LaLiga Tech claims to be the world’s first company to combine the “experience of an international sporting organisation with deep technical expertise”. It will feature a team of over 140 specialists that have designed solutions for LaLiga over the past seven years.

LaLiga Tech will now offer these solutions commercially to help accelerate the digital transformation of the sports and entertainment industry. LaLiga Tech solutions will be used to create new direct-to-consumer channels, enhance and protect content with real-time data and digitise key management processes.

LaLiga Tech said that all solutions will be interconnected under a single data-based ecosystem and deliver new insights that can be used to drive wider growth across the organisation.

One aspect of LaLiga Tech’s fan engagement service will be enabling digital venue access with personalised in-venue experiences. Competition apps and web platforms will also be built, including fantasy gaming to engage a global fan base.

Miguel Ángel Leal, chief executive of LaLiga Tech, said: “Sports and entertainment has an enormous opportunity to build on its emotional connection with fans by taking a data-led approach to understand fan behaviours and design modern, engaging and profitable experiences. Our products have been specifically created for the sector and are supported by the human resources that have turned LaLiga into a digital leader over recent years.”

LaLiga Tech will also offer solutions for launching a proprietary OTT streaming platform, including business intelligence tools to analyse viewing patterns. It will also help partners create and manage multi-channel fan engagement campaigns, building a 360-degree picture of how fans interact with all digital properties.

The two other main pillars LaLiga Tech will focus on are content enhancement and competition management. The former will include the provision of global monitoring software and analysis to detect and remove illegal content, while the latter will feature custom applications that digitise key competition processes, including artificial intelligence tools for optimised match calendars.

LaLiga Tech’s clients include Dorna Sports, MotoGP, the Belgian Pro League, Sky Mexico and the Royal Belgian Football Association. The company has today signed new partnerships with the World Padel Tour and communications specialist Millicom.

Image: LaLiga