LaLiga Partners With Twitch Esports Streaming Service

Spain’s LaLiga has opened an official account on Twitch, becoming the first major European sports competition to join the global streaming service.

The partnership will focus on deepening connections with Twitch’s highly engaged community of superfans, with the launch a new weekly series of compilations, clips and special programmes featuring LaLiga players, Ambassadors and Icons.

It will also publish original shows produced by LaLiga North America, the league’s operation covering the USA, Canada and Mexico.

As it continues its partnership, LaLiga will also work to develop new collaboration opportunities and experiences for the Twitch community on its network.

Having recently launched a dedicated sports channel, /twitchsports, Twitch continues to meet user demand for new and exclusive sporting content on its service, with football of particular interest.

Through the LaLiga account, fans will be served regular new programming and content that provides both English and Spanish speaking audiences with exclusive insights into the competition, its clubs and its global influence.

The league has already built a strong following on the Twitch service through its eLaLiga Santander eSports account. It has created high-impact events on the Twitch platform in recent months, including the #eLaLigaAllStar tournament held with leading gamers to celebrate the return of the league’s official eSports competition, eLaLiga Santander.

In March 2020, LaLiga also organised #LaLigaSantanderChallenge alongside Spanish gamer Ibai Llanos, creating an 18-club tournament featuring star players from LaLiga Santander clubs to raise funds to fight the Covid-19 pandemic.

“As a global entertainment brand, LaLiga aims to offer the best product in the world,” said Alfredo Bermejo, LaLiga’s director of digital strategy.

“After the good experience with eLaLiga Santander, the official LaLiga account on Twitch is an opportunity to take the next step in our content and social media strategy. Twitch is a service that allows us to reach a new type of audience and explore new content formats to reach our global fanbase.”

Farhan Ahmed, Strategic Partnerships Manager at Twitch, added: “LaLiga’s approach to this collaboration, built around enhancing the fan experience through unique content, promises to be innovative, exciting and impactful. We can’t wait to see how the community of superfans interact and immerse themselves in this content.”