LaLiga India’s Upward Growth Trajectory Continues through the 2021/22 Season

 LaLiga, Spain’s top flight football league, held the second edition of ‘LaLiga  Extra Time India’ in Mumbai with partners, BKT, Dream11 and Viacom18. The event saw discussions  from the football league and it’s partners on the growth trajectory of the league, how the associations  have driven it and benefit from it, the tech innovations in the televised product in the past few years  and LaLiga’s journey in India.  

The second edition of ‘LaLiga Extra Time India’ was held on 5th April 2022 and saw attendance from  spokespeople from some of LaLiga’s key partners in the country like – Ms. Lucia Salmaso, Managing  Director, BKT Europe SRL, Mr. Vikrant Mudaliar, Chief Marketing Officer, Dream11 and Mr. Anshul  Ailawadi, Business Head - Youth & English Cluster, Viacom18. LaLiga Extra Time India event series is  aimed to increasing awareness about global sports strategies, localization of the product to suit the  market, sports partnerships and more that LaLiga undertakes.  

Speaking about the event, Jose Antonio Cachaza, Managing Director, LaLiga India, said, “This past  season has been a period of steady recovery from the upheaval of the pandemic. We have worked  closely with our partners globally and here, in India, to make our product more appealing for fans. Our  key growth strategy in this country has been focus on digital and fan engagement and  internationalisation which we have been collaborating with our Indian partners for. The work we do  with BKT Tyres, Dream 11 and Viacom 18 is a great example of how our strategy unfolds.” 

Vikrant Mudaliar, Chief Marketing Officer, Dream11 (Dream Sports), said, “Dream11's association  with LaLiga began back in 2019 and this partnership has helped us grow the number of sports fans  engaging with the official LaLiga fantasy game. Since the start of the partnership, Dream11 has seen  3.5x growth in the number of fans engaging with the Official LaLiga Fantasy game and we expect it to  grow exponentially as the league increases its efforts in the country.” 

Anshul Ailawadi, Business Head - Youth & English Cluster, Viacom18, said, “In the last four months  itself, LaLiga on MTV digital has reached over 82Mn users, delivering more than 1.5Mn Engagements.  We have also worked with multiple fan clubs for on-ground events, audio spaces, influencers,  engagement driven digital challenges and live watch-along sessions to build the community on our  platforms. This superior LaLiga experience has been vindicated by the deeper engagement we've  achieved with fans across India.” 

Lucia Salmaso, Managing Director, BKT Europe SRL, said, “We’re achieving important goals thanks to  sport sponsorships. Our brand can count on a wonderful visibility all over the globe and we see our  awareness growing every day. And all this is made by speaking the emotional language of sport. By  supporting sport. We aim to engage fans more and the result is simply ‘Growing Together’. As our  motto states.” 


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