LaLiga opens up China for its clubs with centralised social media service

February 21 – Spanish clubs are pushing deeper into China via an expanded social media presence with the help if LaLiiga.

Twenty sides from both LaLiga Santander and LaLiga 1l2l3 are set to provide localised content on Sina Weibo, China´s biggest social media platform, with the content generation and community management being driven by LaLiga.

LaLiga will create content and directly manage the Sina Weibo accounts of twelve clubs.

“Clubs are the heart of LaLiga. To help grow our presence we must help people to discover the clubs´ stories,” said LaLiga’s Digital Strategy Director Alfredo Bermejo. “Chinese consumers have shown growing interest in our competition but entering this market can be complex. Our team works closely with all clubs of LaLiga to provide assistance anywhere we can.”

The LaLiga service is available to clubs in Spain’s top two divisions with top tier teams such as Huesca, Levante, Eibar and Celta Vigo taking up the social media help alongside LaLiga 1I2I3 clubs like Osasuna, Numancia, Cadiz, Albacete and Las Palmas.

LaLiga has expanded its team of Chinese social media experts to deliver the content which will include daily social media posts published by LaLiga on behalf of the clubs alongside match day coverage.

While other European leagues have generally left their Chinese ambitions to their clubs to exploit, LaLiga has opened up the opportunities beyond its biggest teams by providing the expertise via an aggregated service.

The league has agreements in place with the Chinese Football Association and Chinese Super League, and has added its presence to the Toutiao and Douyin networks.

The arrival of star Chinese players like Wu Lei at Espanyol also creates significant new opportunities for LaLiga and its clubs’ profiles.

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