LaLiga entrusts everything to the 'likes' to recover the lost luster

Spanish football is entrusted to the

.

to recover the lost luster.

The communication strategy of the clubs that make up the Impulse Plan is one of the verticals on which the project, which has the CVC fund as a financial partner, is based.

The fear of the indifference of the new generations with respect to this industry has sharpened LaLiga's determination that the teams put a good part of their efforts into the processes of digitization and impact on social networks.

Terms such as followers or

(the ability of a brand to engage the audience and create long-term commitment) have become the mantras of sports societies that are racing against the clock to improve their performance on these platforms and close the gap with other foreign competitions.

"What happens to us on social networks?"

, asked the president of LaLiga, Javier Tebas, to the audience gathered in Port Aventura for the recent days of the Impulse Plan.

Tebas puffed up the evolution of the impact of LaLiga's corporate social networks: "We are very even, in terms of followers, with the Premier League, eight years ago they doubled us."

However, the president put on the table the difference between the Spanish clubs and those of other European leagues.

"That is where we have the

. When we have to assess what our audiovisual rights can be worth in a territory, the number of followers on social networks, the

is a data that is taken into account. If you are not on these platforms, It's that they don't talk about you. If your competitor is there a lot, it's that they talk about him a lot more. That generates value so that your rights are revalued," Tebas said.

Without Real Madrid or FC Barcelona, ​​the LaLiga Santander sports clubs add up to almost 106 million followers.

The difference is abysmal compared to the Premier League, where without Manchester United or Liverpool,

.

The same is true of the clubs in the English Championship, which have almost 2.5 times the number of followers on networks compared to those of the LaLiga Smartbank clubs.

The Spanish football employers welcomed the improvement in the occupancy figures in the stadiums.

," they stated.

But not even the recovery of the flow of spectators in the stadiums has managed to calm LaLiga's fears of a loss of commitment on the part of the fans.

Behind this commitment to reinforce the presence of sports entities on social networks, the Impulse Plan looks at the monetization of data.

"Digital and technological development and data management is an absolute challenge. We are at a time where we have records and awareness of what we do. Now, we have to take the step

", read one of the presentations that took place. projected during the sessions.

On this, LaLiga executives launched ideas.

The tools for

to find out, for example, when the user bought the last shirt, whether or not he is accompanied by a child who can buy a kit of a different size. A Herculean task for many of the Impulso project teams, which, as demonstrated at the recent summit, start from very different starting points in terms of digitization and where the challenge in some cases is simply being able to offer fans access to a WiFi connection in their stadiums.

Representatives of the CVC fund, with

invested in different businesses in Spain, also put their finger on the sore on this matter.

The venture capital firm diagnosed a decline in the use of traditional television "particularly sharp among younger audiences" and urged sports societies to explore new avenues, as social networks, interactive content and short formats are gaining popularity. battle for the attention of the new generations.

From CVC they have a clear strategy: "A multi-channel alternative and

; to be successful it will be essential to have in-depth knowledge and data of our fans."

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• Articles Paula Maria