September 22 – LaLiga has put pen to paper on the renewal of its strategic partnership with social media company TikTok, keeping the platform as its lead partner for innovation in digital content delivery.
The agreement cements the Chinese company’s position as the primary hub for official Spanish top flight output, giving TikTok exclusive access to content which it can build around its own fast-paced, short-form style.
The collaboration has been designed to deepen engagement with younger, global audiences who increasingly consume sport through short-form video – TikTok is by far the fastest-growing social media in the world, and has been since its introduction in 2018.
Hashtags, such as #laligaeasports and #laligahypermotion, will be the anchor of the partnership’s content strategy. Behind-the-scenes access and key matchday moments will appear first on TikTok before reaching other channels, giving the platform an important head-start in what has become an increasingly valuable content race.
The deal also widens LaLiga’s digital footprint beyond Spain. They have promised that fans in 28 markets worldwide will be offered ‘tailored activations’, including themed hubs and in-app matchday experiences, designed to provide everything from alternative camera angles to exclusive club content in real time.
“Spanish football reaches a global audience on TikTok, this year our partnership will expand that global community allowing fans and new viewers to celebrate and enjoy amazing match action from some of the best clubs in the world,” said Rollo Goldstaub, Global Head of Sports Partnerships at TikTok.
“We’re proud to partner with LaLiga to offer unique sports product solutions that will drive tune-in to broadcaster’s live matches around the world and create experiences that allow our global community to engage with their favorite clubs and players on a more interactive level.”
Alfredo Bermejo, LaLiga’s Digital Strategy Director, said: “This collaboration with TikTok strengthens our commitment to bringing LaLiga closer to fans around the world. It is a partnership that enables us to deliver innovative and engaging content, connect with new generations, and continue consolidating our growth in international markets. We’re leveraging surfaces like the LaLiga Detail Page and Search Hub to drive tune in conversion to local broadcasters.”
Contact the writer of this story, Harry Ewing, at [email protected]