Spanish soccer’s elite LaLiga has reaffirmed its tech push with the renewal of its partnership with video social media platform TikTok.
This move will see LaLiga continue to provide TikTok content, including behind-the-scenes video, with a focus on that platform over others, with TikTok to receive the content first, and in many cases, with exclusivity.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
In renewing the partnership TikTok will also continue to expand LaLiga’s reach into 28 new global markets, which will feature in-app news and content hubs with both real-time and archive content.
Speaking on the renewed partnership, TikTok’s global head of sports partnerships Rollo Goldstaub commented: “We're proud to partner with LALIGA to offer unique sports product solutions that will drive tune in to broadcaster’s live matches around the world and create experiences that allow our global community to engage with their favorite clubs and players on a more interactive level.”
Alfredo Bermejo, LaLiga’s digital strategy director, added: “[This] is a partnership that enables us to deliver innovative and engaging content, connect with new generations, and continue consolidating our growth in international markets. We're leveraging surfaces like the LALIGA Detail Page and Search Hub to drive tune in conversion to local broadcasters."
The announcement comes on the first anniversary of the original partnership, which saw the league begin to leverage content creators on TikTok to expand its brand.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataElsewhere, the competition has also agreed a new partnership with Melia Hotels International, the Spanish hotel chain, focused on the Middle East region.
Through the partnership, Melia’s Dubai locations will feature in “exclusive” activations and be part of co-branded experiences, while conversely, members of Melia’s rewards scheme will gain access to LaLiga-centric rewards such as venue tours and “VIP content”.
Additionally, Melia will gain branding presence on LaLiga broadcasts in the Middle East, will participate in co-branded advertising campaigns alongside the league, and the pair will collaborate to record content from LaLiga’s regional magazine show, LaLiga Show UAE, at Melia’s properties in the country.
LaLiga has worked hard to expand its presence in the Middle East LaLiga as of late.
The competition recently partnered with Arab Bank, and in July, signed a new tripartite agreement with Saudi Arabian broadcaster Thmanyah and the Riyadh Season sporting, cultural, and entertainment brand.
Riyadh Season is already a commercial partner of LaLiga through a multi-year deal agreed in 2024, and this new accord strengthens the Spanish top flight’s association with soccer in Saudi Arabia.
Furthermore, in December, LaLiga opened an office within the SPL's headquarters in the Saudi capital of Riyadh, while the Spanish soccer governing body, the RFEF, have been staging the Spanish Super Cup as a four-team tournament in Saudi in recent years as part of a lucrative contract.
