Spain’s LaLiga has announced that they have passed 100 million followers across all its social media platforms with a 25-fold increase since 2013. A focus on internationalising social media content with 12 different platforms publishing content in over 15 languages has been credited with the explosive growth for the league.
The league has claimed that they are now have a greater audience following than the NBA and English Premier League on Facebook.
Another key to their success is the availability of live games and content in many emerging markets such as the deal LaLiga made with Facebook to live stream all matches on Facebook Watch into the Indian subcontinent in 2018.
“Passing this digital milestone is an achievement which should be framed within LaLiga’s wide-reaching international growth strategy. We’ve gone from having 3.9 million followers at the end of the 2013-14 season to over 100 million today, a record figure reached with an average of 47,000 new followers per day,” Alfredo Bermejo, LaLiga’s Digital Strategy Director, said in a press release.
LaLiga currently produces content for 22 profiles on 12 different social media platforms: Facebook, Twitter (LaLiga, LaLigaEN, LaLigaArab, LaLigaBRA, LaLigaFRA, LaLigaJP, LaLigaID, LaLigaTH, LaLigaSports, eSportsLaLiga, LaLiga Foundation), Instagram, YouTube and TikTok. The league has worked to produce China specific content across four channels (Weibo, WeChat, Douyin, Toutiao), as well as targeting Russia (OK, VKontakte) and Line to target countries in Japan and South-East Asia. LaLiga have also hit five million subscribers on its YouTube channel.
The country breakdown of their social media following is Spain at seven million with notable followings in Indonesia (5.2 million followers), India (5.1 million followers), Mexico (five million), Brazil (4.7 million), and China and Egypt (four million).