Those chords sound. One, two, three, one two, three. Without any explanation or reason, that melody goes through something you can’t understand. You may not understand the lyrics, you may not know the singer, but what’s done is done: the song settles in your head like a vital soundtrack from which you won’t be able to separate. The paths that guide the passion for football are just as unfathomable as those traveled by that group that you fell in love with as a teenager.
It is not science, not even ‘religion’, more like magic. There is no manuscript or constitution that establishes what colors to feel or what goals to celebrate, much less where or with whom. Football, like music, appeals to our emotions and the truth is that it is not particularly necessary to have a ‘membership card’ to feel what is happening on a pitch thousands of kilometers away and vibrate with the person next to us.
Because, indeed, there is also life -and fans- beyond the game. Aware of this, from LaLiga they have deployed an extensive program of activities and lifestyle events that show that the passion for football is not only lived inside a stadium. From a bike challenge to concerts or camping and, of course, the flagship, its watch parties. The formats are varied and serve to celebrate the start of LaLiga, an iconic match or a date set for the host country.
The watch parties, among other LaLiga events, pick up that gauntlet, holding viewing parties of some of the most important LaLiga Santander matches in different parts of almost every continent on the planet. In Europe, Asia, Africa, North America and South America and Australia. “Wherever LaLiga has fans, since many of them cannot have the luxury of traveling to Spain to experience the excitement of attending a matchâ€, shares Marta DÃaz, Manager in the International area of ​​LaLiga.
The objective pursued by LaLiga is twofold and it not only aspires to unite the avid fan of being able to unleash their colors. Because yes, first of all, the fan can enjoy watching the game with other fans “in a special environment while living unique experiences.” But there is more. “We want to bring the local fans closer to Spanish football and thus also attract the attention of those who are not yet fans,†DÃaz points out.
Etymologically, the definition of watch party leaves no room for imagination. The idea is based on something very simple: bring together different people to see something that does not happen on the spot. Everyone around a single screen and content, in unison, in common-union. We have already witnessed the parties phenomenon with series and chapters that, like many parties, well deserve a later or revised debate. It was a success in times of pandemic. And it is that, something was highlighted at that moment: the important thing is to feel accompanied and share.
The idea of ​​creating a small community around content turned out to hit the nail on the head. Because seeing something on the screen is fine, but there is something that improves the experience: seeing it in company. If we talk about football: the emotion meter goes up. Hugs, sweat and tears and that strange feeling of being a little closer, giving free rein to all emotions.
The match between Real Madrid and FC Barcelona is the best claim for fans and, especially, ‘uninitiated’. Thanks to the watch parties, its temples -Santiago Bernabéu and the Camp Nou- add new ‘stands’ and their hobbies, new followers, numbering in the thousands. “There are millions of people that we have reached after six years in more than 90 countries. The record for the highest attendance at a viewing was at El Clásico in India, where more than 18,000 people attendedâ€, recounts Marta DÃaz.
More recently, El Clásico stopped at the Monument to the Revolution in Mexico City and did so at the hands of legends from both teams such as Carles Puyol and Fernando Morientes. He “he†It was enjoyed in a special and unique way. More than 5,000 people registered and attended this event,†recalls DÃaz. But the ‘communion’ was greater. “We introduced a global challenge that connected all our fans and all the activations that were taking place around the world,†he qualifies.
A global call that was completed, as they usually schedule in each event, with challenges, games and other dynamics that try to get out of what is expected or expected. One of the most ‘classic’ of the party itself. The experience must be unique. “We are using creativity more and more, looking for powerful storytelling, whether it is the confrontation between two players of the same nationality, the connection, the colors of clubs with countries, etc.”, assesses the manager of the LaLiga International area.
Some might think that El Clásico already has all the ingredients to arouse passions all over the world, and they are not wrong. But when we talk about Generation Z, we always have to go one step further. “We continue to constantly innovate and adapt to capture your attention during your leisure time. The tastes of the Z are constantly changing and evolving, so it is essential that we know how to react and adapt in an agile way â€, transfers DÃaz.
However, as we said at the beginning, the watch parties are only part of the many events that make up the international showcase of LaLiga. One of the most original has been LaLiga Football Camping, organized in Thailand. A pioneering format in which viewing has alternated with live music, talks, gastronomic activities and, of course, camping.
The convening power of LaLiga flows without complexes, twinning passions with other sports, such as cycling. This is the case of the Colombia Bike Challenge, an event that brought together the two star sports of that country, accompanied by some figures such as Mariana Pajón, Santiago Botero, Pegatina Montoya and Camilo Castellanos, among other personalities, who accompanied nearly 500 cyclists and 500 football fans on their tours.
Music is the medium that allows two great hobbies to unite, forming, at the same time, the indisputable tandem of Mexican entertainment. That’s why when some Spanish music group – LaLiga fan, of course – lands in Mexico City, LaLiga is there, producing a private acoustic. This is the case of highly prestigious bands on both sides of the pond, such as La Habitación Roja or La Paloma.
Point and aside, it is worth remembering what was experienced in Marcory Anoumanbo, a very popular neighborhood on the outskirts of Abidjan, in the Ivory Coast. A viewing of ElClásico brought together the fans of both teams in an event that brought together more than 1,000 people and was attended by the Spanish ambassador to the Ivory Coast, Rafael Soriano, as well as members of the Marcory mayor’s office. A dedicated audience was able to enjoy entertainment and performances by music and dance groups.
From LaLiga they agree: “ElClásico is the spearhead of our international strategy to attract and retain the greatest number of fans possible.” But this duel is not the only one. In the month of May, a watch party was held for the great Sevillian derby in Guadalajara (Mexico). One more opportunity to open – even more if possible – LaLiga Santander to the world. It is not necessary that there is a specific party either.
The start of the season is reason enough, as are the dates indicated in each region, such as Africa Day, which was celebrated in May in eight countries. Because, paraphrasing the wise saying without Muhammad as the protagonist, if the fan cannot go to the field, the game can get to where the fan is.
