Fan Experience

LaLiga takes OMG! Music Experience to Metropolitano, Liga Portugal stages Taça da Liga sleepover

Cívitas Metropolitano in Madrid, Spain

Featured image credit: Rob Ridley

LaLiga has announced the second edition of OMG! Music Experience will be held at the home of Atlético de Madrid, while Liga Portugal has said it will offer a stadium sleepover experience to fans for this season’s Taça da Liga final.

Laliga, the organising body of the top two divisions of Spanish club football, launched OMG! Music Experience last year, with the vision of combining the worlds of sport and entertainment. The first edition took place on June 11 at RCDE Stadium in Barcelona, the home of Espanyol, with over 23,000 people watching a line-up headlined by Rauw Alejandro, María Becerra and Steve Aoki.

Cívitas Metropolitano, which houses Atlético, has now been confirmed for this year’s event on June 16. Aitana, Sebastián Yatra and Nervo are the first names in a line-up which will expand in the coming weeks.

OMG! LaLiga Music Experience is designed to mark the end of the football season, rotating annually among LaLiga stadia. The organisation and production of the concerts is carried out by Never Say Never (NSN), the agency of former FC Barcelona and Spanish national team star Andrés Iniesta, with the collaboration of LaLiga.

Liga Portugal gets into bed with Emma

Meanwhile, Liga Portugal, operator of club competitions in the country, has agreed a new partnership with sleep technology company Emma which will launch with an innovative activation for the forthcoming final of the domestic league cup tournament.

The 2022-23 Taça da Liga will conclude on January 28 at the Estádio Dr. Magalhães Pessoa in Leiria, and Emma will transform a corporate box at the stadium into a room in which two fans will be able to sleep on the eve of the final.

Emma will also showcase its sleep tech products in the room, while the winners of the competition will have lunch with former players, have a pre-match tour of the stadium, take pictures with the Taça da Liga trophy, watch the two teams warm-up at close quarters and be able to welcome a further six other guests to watch the game itself.

The competition winners will also be entitled to a personalised sleep monitoring program with an Emma specialist. João Medeiros Cardoso, commercial and sponsorship director of Liga Portugal, said: “This partnership with Emma makes us extremely satisfied, as it allows, as in previous editions, for the Taça da Liga to present itself as an innovative competition, focused on providing unique and differentiating experiences to football fans, especially during the Final Four.

“In addition, the importance of sleep is an increasingly relevant topic in society and also for high-performance athletes. Having the opportunity to give all stakeholders a fresh perspective on this topic in a relaxed and fun way is great. 

“We have no doubts about the benefits of this partnership, considering that Emma, ​​like us, understands the need to create memorable experiences for our consumers, the fans.”