The professional Spanish football competition reaches alipay, China’s leading open digital platformto enhance its digital presence and get closer to Chinese fans.
This addition comes with new channels and formats that bring the competition closer to Chinese fans. Searching for “LaLiga” on the Alipay platform allows users to find out the latest information on the competition, access exclusive content and activities. As well as participating in unique digital activations in the official mini-program and in the lifestyle account on the Alipay platform.
In this mini-program, fans can access match-related information. In this way, they include LaLiga news, match schedules and classification, personalize their own membership cards and improve their membership levels through a loyalty program. In addition, to participate in weekly draws where fans can win official LaLiga products.
China is highly digitized and LaLiga wants to be close to its fans. The launch of our mini-program on Alipay allows us to connect with over a billion users on the platform. They will be able to enjoy and follow the events and news of LaLiga and its clubs in a unique way.
Sergi Torrents, director of LaLiga in China.
This launch therefore represents a further step in LaLiga’s strategy of betting on innovation, digitization and internationalization to bring the LaLiga experience closer to its Asian fans.
