La Liga has introduced La Liga Plus, a DTC streaming service in China, becoming the first major European football league to engage directly with fans and match their viewing preferences. This initiative is part of La Liga’s broader strategy to penetrate the lucrative Asian market, adapt to local consumer behaviors, and compete with the established English Premier League. Clubs are responding through grassroots engagement, including opening sports academies and leveraging social media to enhance fan engagement.
Spain’s La Liga recently launched an innovative direct-to-consumer (DTC) streaming service named La Liga Plus in China, marking a significant milestone as it becomes the first major European football league to do so. This initiative will enable Chinese viewers to access every match from La Liga Santander and La Liga Smartbank, fostering a closer connection with fans in a market projected to grow significantly. Operating under a six-year partnership with Streamline Media Technology, a majority of the content will be offered for free, while high-profile matches will be available via pay-per-view.
The league aims to tap into China’s vast football market, which was valued at approximately $295 billion in 2016 and is expected to exceed $800 billion by 2025. La Liga’s efforts are aimed not only at profit but also at nurturing the sport’s development locally. As La Liga’s managing director in China, Sergi Torrents stated, this strategy seeks to engage all football enthusiasts and contribute to the sport’s growth in the country.
Furthermore, La Liga is strategically competing with the English Premier League (EPL), which has established a strong reputation and history among Chinese fans. Data from the China Digital Performance Index reveals that while the EPL is more popular on social networks, La Liga is striving to adapt by adjusting match timings to suit Asian viewers and ramping up its broadcast capabilities.
Efforts also include the establishment of sports academies by major clubs like Barcelona in various Asian countries to enhance engagement and build a local fan base. Valencia FC’s ownership by Singaporean entrepreneur Peter Lim highlights the growing Asian influence among Spanish clubs. La Liga teams have also achieved strong results on social media, with Barcelona leading in fan engagement on platforms such as Weibo and Douyin.
Looking ahead, La Liga hopes to optimize its commercial potential in Asia, which is perceived as a lucrative market. Experts highlight the importance of leveraging current and accurate data to refine marketing and engagement strategies as consumer behavior continues to evolve post-pandemic. La Liga’s focus on establishing a robust digital ecosystem—embodied by the launch of La Liga Plus—promises real-time insights into viewer preferences, thereby enhancing its outreach in the region.
La Liga is making significant strides to capture the Asian football market through innovative broadcasting strategies and local engagement efforts. With the launch of La Liga Plus in China and other initiatives across Southeast Asia, the league is positioned to step up its competition with established rivals like the EPL. Proper utilization of data and adaptation to shifting consumer behaviors will be crucial for La Liga’s future successes in the region.
Original Source: www.dw.com
