LaLiga
Client
LaLigaDate
2020 - PresentServices
Digital Watch Parties on WMT’s Virtual Connect Platform
About the Partner
The Campeonato Nacional de Liga de Primera División, commonly known as the Primera División, or LaLiga, and officially LALIGA since 2023 for sponsorship reasons, is the top men's professional football division of the Spanish football league system.
“LaLiga is committed to delivering unique and innovative experiences to our fans in every part of the world, especially during the current social distancing circumstances. We have reinvented ourselves and looked for solutions to give our fans a chance to keep sharing moments and interact with other around LaLiga matches. Our fans have really enjoyed being brought deeper into the game and sharing unique, social experiences with their favourite teams, players and each other.”
As the global Covid-19 pandemic led to tighter health restrictions that prevented large groups of fans from watching sports together, LaLiga Santander turned to technology to bring fans from around the world together in a new and unique way.
For years the league has held global watch parties that attract thousands of fans, but in-person events were no longer an option for much of 2020. With that in mind, LaLiga set about to create digital watch parties, in which their platform could bring fans, stars, and sponsors together—virtually—for the biggest matches of the year.
LaLiga partnered with WMT and LiveLike to bring these events to life. The innovative platform utilized WMT’s proprietary real-time voice and video engagement platform and LiveLike’s audience engagement suite.
The platform debuted in October of 2020, when LaLiga North America launched VIP activations sponsored by Verizon. During these events, former players interact with a select group of fans before, during, and after LaLiga matches. Available globally, our platform gives fans, stars, and sponsors the opportunity to interact and share moments around LaLiga matches.
Additionally, LaLiga North America hosted an exclusive screening of a documentary sponsored by Fanatiz.
After the successful pilot program in North America, LaLiga took the initiative to a global audience with the exclusive “Watch Party” concept.
Limited guests were invited to watch the game with a LaLiga anchor and a legendary former player dubbed an Ambassador. Among those former players to participate were Steve McManaman, Diego Forlán, Luis García, Júlio Baptista, Fernando Morientes, and Aritz Aduriz.
WMT’s video tool, Virtual Connect, allows fans to watch a live stream of the match within the platform, and also simultaneously interact with show hosts, special guests, and other spectators. The platform can also be scaled and customized depending on the host region, target audience, and event type.
LiveLike’s suite of engagement tools include polling, reactions, trivia, virtual stickers, and gamification.
Fans watching the live stream of the match were able to simultaneously interact with the Ambassador, as well as utilize these engagement tools to enter competitions, participate in polls, quizzes and more.
Initial Results
These watch parties allowed LaLiga’s commercial partners numerous opportunities to reach and interact with fans in new ways. With stadiums still closed to the public, a watch party was held for ElClásico sponsored by Verizon.
The company invited 20 of its customers the chance to watch the game virtually with former Real Madrid star Steve McManaman. In Japan, a watch party hosted by HIS and Puma followed a match between SD Eibar and SD Huesca, both of which featured Japanese players. During the match, fans competed for a chance to win a jersey of their favorite club. The returns have been very successful, with average engagement rates near 75%. Even with fans eventually returning to stadiums, these virtual events will remain in the league’s digital playbook.