China: LaLiga becomes the first sports league to launch a "mini program" on the Alipay platform

LaLiga has become the first sports league in the world to launch a "mini-program" on Alipay, Alibaba Group's Chinese online payment platform, in order to "enhance its digital operation and deepen engagement with Chinese fans," announced the Spanish professional league on 20/04/2022.

"This launch brings LaLiga's Chinese fans new channels and formats to get closer to the competition. Users can search 'LaLiga' on the Alipay platform and learn about the latest information about LaLiga and access exclusive content, activities, and participate in unique digital engagement activations," explained the body.

"In the mini program, fans can access match related information including news about LaLiga, fixtures and standings, customize their own membership cards, and improve their membership levels via various forms of engagement as well as participate on weekly lucky draws where fans can win LaLiga official merchandise," added the Spanish body.

"The launch of our mini program allows us to reach out to and connect with more than 1 billion users" (S. Torrents, LaLiga)

…