La Liga has launched “La Liga Plus” in China, allowing fans to stream matches directly. This move targets the lucrative Asian market, where interest in football is growing rapidly. La Liga aims to compete with established leagues, particularly the English Premier League, by adjusting match times and expanding digital access. Data-driven strategies will guide their long-term engagement and growth in Asia.
Spain’s La Liga, kicking off its season, has become the first major European football league to introduce a direct-to-consumer (DTC) service in China through a partnership with Beijing’s Streamline Media Technology. Dubbed “La Liga Plus,” this platform allows fans in China to watch all matches from La Liga Santander and La Liga Smartbank, offering most content for free while charging for premium games.
Sergi Torrents, La Liga’s managing director in China, emphasized the significance of the Chinese football market, which, given its size and influence, presents both commercial opportunities and a chance to nurture local football development. With the Chinese sports industry projected to exceed $800 billion by 2025, La Liga is strategically positioning itself to capture this lucrative segment.
An estimated 40% of Chinese respondents express interest in football, showing a market potential that La Liga aims to tap into. Comparatively, interest in football is even higher in Southeast Asia, particularly in countries like Vietnam and Indonesia, where the enthusiasm for the sport is robust. This regional allure is attracting European clubs, making Asian fans integral to growth strategies.
La Liga faces stiff competition from the English Premier League (EPL), which has a longer-established presence in Asia. According to the China Digital Performance Index, the EPL ranks highest among Chinese football fans on social media, showcasing its loyalty among that demographic. To better align with Asian viewers, La Liga is adjusting match times to suit local time zones.
In addition to digital broadcasting initiatives, clubs like Barcelona have expanded their footprint in Asia with sports academies and strategic partnerships, reinforcing their brand in the market. The growing number of social media followers highlights the competitive landscape, with Barcelona and Real Madrid leading in engagement metrics.
Simon Chadwick, an expert on sport and economic strategy, asserts that La Liga has considerable potential due to its appeal in Asia, but must adopt data-driven decision-making to truly capitalize on this opportunity. With the reliance on outdated pre-pandemic intelligence fading, La Liga is now focused on harnessing real-time viewer data via its DTC platforms.
The recent launch of La Liga Plus and similar services in Southeast Asia aims to enhance viewer experiences while providing valuable insights into fan preferences. La Liga’s push into digital ecosystems underscores its commitment to fostering a loyal fan base and building an adaptable strategy in a rapidly evolving market.
Original Source: www.dw.com
