But we need to keep working bringing our brand closer to to the Indian fans and also to get closer to the Indian fans, other clubs, other experiences, other view of our sport.
Three takeaways worth carrying forward.
- 01
So it's but maybe you must think that if you want to for your sport that's not the model that maybe there's other models where you can get easier to the fund and make a better business.
- 02
Second, in this change when the way on which sports are consumed by the fans, the way they are watching the games, it makes quite sense to explore an option such as Facebook.
- 03
In India many people what they are doing is to do an IPL of whatever sports and you must think that maybe their sports that the league format is not the best for them.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT999 words
In India many people what they are doing is to do an IPL of whatever sports and you must think that maybe their sports that the league format is not the best for them. In India you've chosen Facebook for your streaming as a streaming partner. What made you choose the social media platform instead of a sports streaming app? First thing you need to understand is the main source of revenue of any sports property is the broadcast rights. So commercial will be always a
key point in the decision making. Second, in this change when the way on which sports are consumed by the fans, the way they are watching the games, it makes quite sense to explore an option such as Facebook. Right. So La Liga is huge across Europe, other countries. What kind of a brand affinity have you been able to build in India? Well La Liga is huge in India too. Now it is. Yes it is. I mean football is huge in India. La Liga, do not forget that La Liga is the sum of the clubs.
La Liga is a club's association. So here La Liga is also Atletico Madrid, it's also Real Madrid, is also Barcelona, it's also Sevilla, it's also Valencia. Right. So Spanish football is big in India in terms of football and so La Liga is big. But we need to keep working bringing our brand closer to to the Indian fans and also to get closer to the Indian fans, other clubs, other experiences, other view of our sport. Also football is big in India if you see in terms of number but it is not as big as other sports. So there's still a huge growth potential.
So how do you plan to tap the Indian market? Well the only sport that's bigger than football in India is cricket. Yeah. In terms of TV audience that's the truth. In terms of digital following that's the truth. That means that we have cricket in our side. Absolutely not. No cricket is a totally different level. Right. So you are right that there is room for growth. Yeah. So basically our job is to try to set the basis for that growth. Because also you have to create a new market for the game itself.
Not only for La Liga but for the game itself because you're leading it. Well yes and no. I mean that if you are talking that is the second most watched sport on Indian TV, the market is there already. So yes we have to increase it but and also we are interested in the growing of the game. No. And the logic is quite easy. The most people wants our football fans in India, the most of them will want to watch the best. Right. We are confident that the best are with us. Of course.
So that's the logic. So in a sense yes. Basically if we promote La Liga, if we promote our clubs, we promote also football as well. So it's the synergies are there. Right. So what has your India marketing strategy been? Well any market strategy it has to be a all-around approach. I mean a 360 approach. I mean we cannot hide that digital is central to our strategy. Right. No. I mean our growth has been massive in the last three years. We went from having just 300 000 followers
to almost 4 million now. So that's an expression of that. But digital alone is not enough. Right. So we are working closely with our PR agencies. So the fact that we are here is part of our strategy. Yeah. Of course. And talking to you is part of our strategy. Right. I mean all of these has to be linked to get closer to the fund for every means possible. Digital where you can interact then on daily basis. Doing big fun events like the classic events that up to 20 000 show up for watching the big game. Right. Also we are launching in cooperation
with a local partner, a school's network that in the first year we are working in 14 series with 30 centers. So it's basically you have to work digital, non-digital. Right. So what is your one advice for sports marketeers? Marketing people who want to build a sports brand? Well first of all they have to to have quite in clear if that sport has chances of connecting to the to the fund and do not forget the characteristics of each sport. Right. Okay. I have seen that in India many people what they are
doing is to do an IPL of whatever sports. Right. And they must think that maybe there are sports that the league format is not the best for them. Right. For every sport that we have an IPL like league. Exactly. So it's but maybe you must think that if you want to for your sport that's not the model that maybe there's other models where you can get easier to the fund and make a better business. Right. So Delhi could be a bit harsh for expats. How do you how are you liking the city? Well I should confess that
I have friends that probably were sent to my job they will go back to Madrid in the first flight. No, not my case. I am enjoying India. No, I love being here. You had to have several certain stamina to the lack of certain commodities but I am enjoying it. I mean one thing I love of India other than the food other than the history the culture is that as I said there's no one India there's many Indias. So you discover something new either small or big every day and I love that. So you