How Digital Storytelling And Gaming Create Extra Value For LaLiga

December 8, 2020

As leagues around the world work ever more closely with broadcast partners to help promote their players, clubs and matches, the value of social media is growing. At LaLiga, there is an understanding of the need to engage with fans around the world and to try to introduce them to all clubs in the competition. To meet this challenge, storytelling and gaming have both proven to be successful strategies. 

Alfredo Bermejo, the director of digital strategy at LaLiga, discussed this topic during an appearance at the recent Social Football Summit 2020 conference. “We need to know what the fans like, which platforms they engage with and what kind of content they like,” he said. “Social media provides the possibility to go global and to have a scaled approach to the fans.” 

The power of a relevant story

Data from social media engagement provides evidence that sometimes a story about an international player at a more modest club will have a bigger impact in a certain market that a post about one of the superstars at the likes of Real Madrid or FC Barcelona. 

“I think a common goal for all of us is to go beyond the big names and the big clubs and to try to tell stories and make other clubs and players become known by the audience,” Bermejo explained. “We try to identify which stories are relevant within markets. Sometimes players from smaller teams have a bigger reach than the big stars because they belong to a certain territory where they are number one.”

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