MarTech Mumbai: The audience wants more than just a game: Jose Antonio Cachaza, LaLiga

At the e4m Martech Mumbai 2019, Jose Antonio Cachaza, Managing Director of LaLiga India spoke about using technology to market to the sports fans

e4m by exchange4media Staff
Updated: Nov 27, 2019 8:52 AM
Jose Antonio Cachaza LaLiga India

At the exchange4media Martech Mumbai 2019 conference, the audience got the chance to hear the story of how LaLiga created a community of 60 million followers and counting. The digital strategy that LaLiga implemented saw its social media presence grow more than any other football tournament in the world. Speaking about the journey, Jose Antonio Cachaza, Managing Director of LaLiga India delivered a session on ‘Using technology to market to the sports fans’

To begin with, Cachaza, spoke about LaLiga and said, “LaLiga is a Spanish professional football league. We are neither a private league nor a federation owned league. LaLiga is an association of professional clubs and our job is to promote our competition and the interests of all our clubs, all over the world. We sell and to get down to the basics; it is 22 young guys running on a piece of grass after a round thing made of leather.”

He further added, “Our product only happens in Spain and we are taking the league to other countries. We reach the world with the magic of broadcast and traditional TV but digital is becoming more important. Five years ago our sponsorship pool was domestic but today we are looking to the world. We have a sponsorship structure that allows us to capture companies from different countries. Three months ago we got our first Indian brand, BKT Tyres on board and we are getting more Indian brands as well.”

The MD of LaLiga said that the lifeline of sports is broadcast revenue. In five years, the league is making three times as much money and this is basically putting focus into the international market. In international markets we are competing with the Premier League or IPL, we are all fighting in the market for the limited revenue of broadcasters all over the world and that's where we have room to grow and where technology plays an important role.

LaLiga claims to offer world-class quality and cinema-style viewing experience, using of 15-21 cameras for every match and sky-ca, up to 14 stadiums this season. Along with in-depth match coverage, two matches with 21 cameras in 4K simulcast. The eight stadiums are equipped with 360-degree replay technology and much more.

"In the end, don’t forget we are selling entertainment. Hence, it's important to have popular names/heroes in the league not just in football. It is also how you sell it and project it to the people. The audience is demanding, they want much more than just a game. They want highlights from all the angles, repeats, therefore to have these gadgets to enhance the product.” Cachaza said.

LaLiga has enjoyed incredible growth over the past years reaching new heights in terms of a global audience, sporting performance and economic success. Technology plays a key role in these achievements, impacting nearly every area of this entertainment business.

Technologies like Mediacoach, Broadcast technologies bring the excitement of LaLiga live to the world, Laliga has also developed advanced antipiracy technologies.

The league is also embracing the change the Internet is bringing to the world of broadcasting to reach fans on all types of screens through new partnerships. It is the first football league to launch its own streaming service, LaLiga Sports TV.

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