LaLiga digital strategy director: “If you’re not able to provide direct value and direct ROI, you are dead”

Alfredo Bermejo says clubs should invest in digital to "expand their audience and to reinforce the relationships that they have with their current fans."
LaLiga has been on a five-year journey to build revenue through digital operations and now monetises part of its audience and provides direct income to partners. LaLiga is the most followed domestic football competition.
Why it matters: Clubs and leagues are increasingly looking to better understand their fanbase through data. This allows them to offer personalised content and products, ultimately leading to direct income from fans.
The perspective: Clubs keen to grow revenue streams beyond broadcast, matchday and commercial may see the value in following LaLiga's lead and investing in a comprehensive digital strategy.

Spanish clubs are being urged to invest in digital operations to reach new fans and create direct relationships with existing supporters.

By expanding and better understanding their fanbase, clubs can generate direct revenue for themselves and sponsorship partners, says LaLiga digital strategy director Alfredo Bermejo.

"The biggest opportunity for clubs is to expand their audien

Do you want to read this article?

Get instant access by signing up for a 7-day free trial

No credit card, no commitments, and it will expire automatically.

You will receive a link that activates your trial in an email.