“Not even the Premier achieved an agreement like that of LaLiga with Disney”

LaLiga president Javier Tebas was proud that only LaLiga has been able, and not the English Premier League, to achieve a such an important agreement with the multinational leisure and entertainment company Disney, in a webinar organized by the Higher Institute of Law and Economics (ISDE).

“Neither the Premier has reached an agreement like that of LaLiga with Disney”, Javier Tebas affirmed, after closing with Disney the largest agreement in the history of the United States of football for the next eight years for which the club's employers' association could enter about 1,150 million euros.

Learning the behavior of customers, being able to segment them and carefully analyze the data they offer is vital to creating effective marketing strategies and being able to reach them with products and services that are practically tailored.

This is one of the main conclusions of the president of LaLiga in the online conference at ISDE, where he was received by Juan José Sánchez Puig, General Director of the academic institution. Under the title 'The digital ecosystem of LaLiga. Artificial intelligence in the sports industry ', Thebes insisted on the importance of thorough knowledge of audiences.

In the world of big data, it is essential for sports institutions to know in detail the tastes, hobbies, uses, customs and routines of audiences, something that is achieved with better organization and management of data. This finally makes it possible to design specific and effective campaigns capable of “generating more impact, leads and, ultimately, real sales”.

Among the functions that LaLiga has, Tebas vindicated the work that the institution does with the clubs themselves, so much so that “For many, audiovisual rights account for almost 100% of their annual income.”

Thebes also spoke about the importance of work and digitization and artificial intelligence, which gave special importance to improving the quality of television broadcasts every year.

“It is not enough to raise the signal of the matches. You have to count it well. Within two years, for example, all the fields will have the 360 ​​degree repetition installed”, said the president of LaLiga, who referred to the analysis of data from digital platforms, activation platforms and the use of artificial intelligence to obtain detailed knowledge of customers.

“This is what sports sponsorship is all about. Of course it's television, but now they ask you for more and they ask you for power, they want your ability to make an impact on your customers' data. Without good artificial intelligence, data is useless. This is a work of many years “, warned the manager.