The new ElClasico brand identity lands in India

LaLiga has organized a large-scale activation within the framework of ElClasico, the most watched club match in world football in which FC Barcelona and Real Madrid face off in an epic clash, to showcase the all-new identity of this legendary sporting event. This effort is part of a global activation initiative in which different iconic cities have been chosen to stage a unique ElClasico experience for local fans. Iconic cultural symbols from India, auto rickshaws and dhols, feature in the activation to highlight the passion this country has for the beautiful game and one of the most popular sporting showdowns in the world. 

The event proved the perfect opportunity to showcase the new ElClasico brand identity and logo, reflecting the essence of this iconic football encounter: rivalry, strength, passion, technology, innovation, dynamism, spectacle, and global reach.

In celebration of the mega sporting event, LaLiga created a festive mood for the activation, which also features memorable shots from other countries like Colombia, Mexico, Indonesia, South Africa and China. A musical performance accompanies the showcase, which features 12 decorative auto-rickshaws, in which dhols are used to perform a rendition of the LaLiga anthem. Other highlight events include a screening of the match in Turkey with over 300 participants and a special event in Mexico City featuring the decorative trajinera boats of Xochimilco. Other countries such as China will host special screenings, while musical shows and traditional dances will be staged in South Africa, and Columbia will celebrate an event in Medellin’s famous Comuna 13. 

“For LaLiga it is very important to be as close as we possibly can to the fans, so we have made a big effort to promote this iconic game on the international stage with over 130 activations rolling out across the globe. With each event we want to showcase the new visual identity of this encounter as well as sharing different experiences with LaLiga, Real Madrid and FC Barcelona fans around the world as we celebrate and revel in this legendary clash of clubs,” said Oscar Mayo, Executive Director of LaLiga. 

Speaking about the new identity and it’s unveiling, Jose Antonio Cachaza, Managing Director – India, LaLiga, said, “The ElClasico is undoubtedly among the most talked about sporting events in the world, with the legacy of the game being established as early as the 1940s. The new brand identity for this celebrated match-up reflects this history and everything it symbolises – passion, rivalry, excellence and more. To present it, we decided to create a festive mood to celebrate the mega event and used iconic Indian symbols like auto-rickshaws and dhols to honour the love Indian fans have shown to the game and LaLiga. With the new strategy to promote this fixture and our other huge fixtures, we hope to connect with more and more fans in India.” 

Fans can find out more through LaLiga’s official profiles on Instagram, Twitch, TikTok, Facebook and Twitter. In addition, fans of LaLiga in India can watch ElClasico on 24th October 2021 on MTV and VootSelect at 07:45PM. 

The first ElClasico of the 2021/22 season is set to be played at Camp Nou in Barcelona on 24th October 2021 and will be telecast live and exclusive on MTV channel and on Voot Select in India. The Spanish clubs have faced each other in LaLiga over 180 times, and Real Madrid currently take the top spot in wins, with 75 wins as FC Barcelona follows closely with 72 wins. They last faced each other earlier this year, where Real Madrid took the win 2-1. Fans across the globe will watch the mega fixture with bated breath to see who takes the win this year, with all the changes in both the sides. 

LaLiga’s audiovisual production and matchday coverage, rolled out together with MEDIAPRO, is unparalleled among football competitions but is taken to an all-new level for ElClasico. Technical specifications of the ElClasico audiovisual production include:

      4KHDR Production

• 32 cameras in total, including:
• 10 super slow cameras 
• 4 High Speed
• 6 Super Slow Motion
• 2 cinematic cams: creating a cinematic effect in place of the FanCam
• 2 pole cams: situated behind the goals
• 2 key player tracking cameras (k-players)
• 1 aerial camera at a height of 21m 
• 1 helicopter
• 1 drone
• Live 3D Graphics: LaLiga is the only national football competition in the world to use innovative Live 3D Graphic technology to generate virtual graphics during broadcasts. 

• 360º REPLAY: technology that uses 38 ultra HD cameras placed around the stadium to create volumetric 360° videos for spectacular replays.