LaLiga Global Network: "Expand the LaLiga brand internationally on a large scale" (M. Diaz Bejarano)

• Javier Tebas, president of LaLiga Spanish Professional Football League (formerly called the Spanish LFP) , has spoken a lot about the LaLiga Global Network initiative to increase the visibility of Spanish professional football internationally. Can you give us an introduction into the LaLiga Global Network?

The LaLiga Global Network was launched in November 2016 »

This project, the LaLiga Global Network, was launched in November 2016. And it was born out of the idea to bring LaLiga to all parts of the world, to continue expanding the LaLiga brand internationally. Before, LaLiga was present with offices in 9 countries and 11 cities. But LaLiga felt it was important to expand this presence, and be everywhere in the world where there is a fan of Spanish football.

A LaLiga presence in 45 countries, with a reach of over 80 »

With this project, we currently have a LaLiga presence in 45 countries, with a reach of over 80 countries. For example, I am based in Paris (FRA), but I also cover Israel for LaLiga, so I spend about one week per month in Israel, and the rest of the time in France. Now, my case is a specific example. Other delegates cover their neighboring countries, and this is how we reach of over 80 countries all over the world.

Increase the visibility of LaLiga internationally »

So the overall aim of the LaLiga Global Network is to raise the awareness and to increase the popularity of LaLiga. And serve as a continuation of the implementation of the LaLiga international strategy to elevate the brand value and fan engagement all over the world. This involves broadcasters, potential partners, but also understanding our fans in each country, and engaging with them, as well as exchanging and learning about the local sports ecosystems and infrastructure in each country.

• As far as the LaLiga Global Network delegates, how was this process launched, and how did the individuals selected go from candidates to LaLiga delegates?

Something new and big to promote LaLiga internationally »

The process of launching this project began in November 2016, when LaLiga organised, with our partners Banco Santander and Universia, a selection process which identified 12,500 candidates. These candidates then went through a further process -- which sometimes took place at Santander banks throughout Spain -- where LaLiga searched for young professionals, preferably with an international background, and skills such as being creative and having a quick-thinking, analytical mind. By January 2017, around 60 individuals were selected to go through the 10-week LaLiga Global Network training in Madrid (ESP). Additionally, it was key to demonstrate tremendous passion and eagerness to be a part of LaLiga, and be part of this new project.

Everyone already at LaLiga wanted to be a part of the training programme! »

In January and February (of 2017), we went through an intensive 10-week training programme at LaLiga, and this was truly an invaluable experience. We learned about every different area and department at the league. One week was led by the marketing department, and the next by the audiovisual department. Directors and experts from every area of the league came and spoke to us, including communications, the executive office, even the football operations and league disciplinary sections. We were really able to see every aspect of LaLiga, and how they all work together. In fact, everyone already at LaLiga wanted to be a part of the training programme and attend the sessions!

Prepared to increase and expand the LaLiga brand from all angles »

It was fantastic to see how the entirety of LaLiga works together, and this is very valuable knowledge. It was a unique experience, which really helped us (the LaLiga Global Network delegates) be able to understand absolutely everything about the LaLiga so that we can then go out and be prepared to increase and expand the LaLiga brand from all angles.

• Can you explain a little bit about what you do as a permanent presence of LaLiga in France?

Assist our broadcasters in each country »

My overall goal is to raise the popularity and awareness of LaLiga in France, and I work to achieve this goal undertaking many different functions. For instance, one of them is to assist our broadcaster here in France in any activity they might consider in terms of maximizing our promotion of LaLiga, and which could also help increase their subscriber base. For example, we can offer merchandising to push promotions and increase the audience reach. I have already met with beIN Sports France, and they are aware that I'm here to assist them in whatever they might need in regards to LaLiga. This is one of the primary aspects of the LaLiga Global Network, to assist our broadcasters in each country, and help bring value to our broadcasters.

Understand the sports ecosystem in each country »

In addition to working with the broadcaster, I work to develop a deep, comprehensive understanding of the fan behavior here in France, and also the sports ecosystem. It is essential for LaLiga to understand our fan behavior and needs in each country. Not every fan consumes LaLiga in the same way, so we work to see how fans in France are influenced by the sports ecosystem here, and how this ecosystem shapes their expectations as fans.

Learning and exchanging ideas with the French sports sector »

And by learning and interacting with the sports ecosystem here (in France), I can always be looking for potential opportunities for LaLiga, whether this is promotion or even a future partnership. But this can also be about learning and exchanging ideas with the French sports sector, for example about women's football, club foundations, innovative sports projects, or the fight against piracy. For instance, I have met with the FFF Fédération Française de Football (French Football Federation) to learn about the growth of women's football in France, because there is a lot to exchange and learn about in this area.

• Do your responsibilities include include support during the games each weekend?

Meet with all the official peñas of Spanish clubs »

During the weekends, mainly I watch the games because I am a football fan and LaLiga follower. But it's true I also endeavor to meet with local peñas, the official supporters' groups of LaLiga clubs in Paris, and watch the games with them. And this is important, because we are working to be closer to our fans, to understand their needs, and their fan behavior. I have already spoken to a few peñas in France, and I plan to continue meeting all the peñas and groups of Spanish clubs in France and Israel.

Successful LaLiga public viewing events in Miami and South Africa »

Certainly, we know all the existing official groups, and I can work directly with the clubs with these international peñas, but we also work to help create new groups for Spanish clubs that perhaps don't have a big presence abroad yet. Alongside this, LaLiga also looks for new local partners interested in carrying out activations during matchdays. For example, we did very successful LaLiga public viewing events in Miami (Florida, USA) and South Africa last year, so this is something we can talk to potential partners about.

• Javier Tebas has spoken about finding the "influencers" of LaLiga internationally. Can you explain what this means?

The digital content we produce must be focused and localized »

This is another of the primary goals of the LaLiga Global Network, and finding these LaLiga fans and influencers has been one of the first things I have done since arriving in France in May (2017). This is because a key element of LaLiga's international strategy is digital. So understanding the specifics and details of the LaLiga fan base in each country can help us bring value to the league's digital marketing teams. The digital content we produce must be focused, localized, and personalized, and done in a certain way for each country. So we find influencers that communicate locally, and that engage others with relevant content. And these can be people such as YouTubers, Instagrammers, journalists, or even other athletes. For example, here in France, I find the influencers about LaLiga are often YouTubers, but also musicians.

Work very closely with the LaLiga digital team in Madrid »

On the content side, we work to add value to the digital team in Madrid to help us be aligned with the market in each country. For example, each month I send a list of key events happening in France that LaLiga might want to engage with. These can be big or small, like, perhaps Antoine Griezmann's birthday is coming up, and with his huge following in France, LaLiga wants to have specific content ready. That's an example for France, but we do this in every country. So the LaLiga Global Network also provides ideas to the digital team in Madrid to generate locally relevant content to maximize value.

• What has been the initial reaction to the LaLiga Global Network?

LaLiga is very involved in social responsibility »

For the fans, it's incredible of the welcoming that this project has had. It really does help fans feel closer to LaLiga. In some countries, the fans are really excited to see our presence because they know that LaLiga can help their local football, and this is because LaLiga is very involved in social responsibility.

What LaLiga can do to boost the local football activities »

So we look to cooperate with different local entities on potential projects to build foundations and programmes for the local football infrastructure. We have already developed projects in in Africa, Asia, and South America. People there have shown they are most excited about what LaLiga can do to boost the local football activities. So in many countries, the more we work with the local league, the more excitement and engagement we can build for LaLiga.

• And, finally, what has been the initial feedback to the LaLiga Global Network for the league and the Spanish clubs?

Act as a spearhead for finding new opportunities for LaLiga »

First, just like the LaLiga Global Network delegates seek to add value to digital, it works the same with all the departments at LaLiga. We're here to assist all aspects of LaLiga, to help bring value to LaLiga that we can then pass along to our partners. So we act as a spearhead for finding new opportunities and to add value to the league and the clubs.

To exploit a particularity inside a country, there has to be an in-depth base of work done »

We work for LaLiga to enhance the global brand, but we also work to exploit the unique particularities of the clubs. For example, if a Spanish club has a player from a particular country, we have to exploit this opportunity. To do this, when you travel to a country, to exploit your particularity inside a country, there has to be an in-depth base of work done. For example, to have a good agenda, to know who to meet, what programmes you want to develop, what scope you can put into place and how quickly you can do this.

Make the most advantage of a club's trip abroad »

And the clubs, especially the medium and smaller sized ones, they have so much going on already that it could be difficult to set an actionable agenda for every single country. So for Spanish clubs, if they ask for it, we can provide them with this type of assistance and knowledge of the local landscape to help them expand their global presence, and help them take full advantage of a particularity in a specific country. And it's not necessarily a lack of resources of these smaller clubs, but simply that if you have a person who knows the country, they can guide you to meet the right people, and make the most advantage of a club's trip abroad.

An intermediary to represent all interests of Spanish football »

So LaLiga has created this Global Network to, firstly, expand the brand of the league as wide as possible, but also to act as an intermediary to represent all interests of Spanish football in other countries, and this very much includes helping the clubs. The clubs, after all, are LaLiga. So any assistance the LaLiga Global Network can provide to help a club expand its brand, in turn also helps grow the international reach of LaLiga.

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