Case Study
Technology Sector, Sport and Entertainment
It’s time to level up. Play Smart. Play Better.
Brand Awareness
Connecting with the world
The sports and entertainment industry has evolved a lot in recent years thanks to technology. LaLiga, the top tier of Spain's football league system and the country's leading club-level competition, has been developing technology solutions designed for the digital age of sports and entertainment for the past 7 years.
In 2021 LaLiga Tech was born. This new entity within LaLiga allows sports organizations to better connect with their fans, to control piracy and fraudulent use of content, and to manage competitions.
Taking into account this context, LaLiga Tech selected The Marketing Hub to develop a series of brand awareness and demand-generation campaigns and to introduce B2B organizations from the world of sports and entertainment to the digital ecosystem that LaLiga Tech offers.
Challenge:
Positioning a brand of a lifetime for B2B companies
LaLiga is an international name in the world of football, but it was important to differentiate LaLiga Tech as a different company with a B2B offering. It is the first company in the world to combine the experience of an international sports organisation with deep technical expertise and its unique digital ecosystem enables organisations to accelerate their own digital transformation projects.
Solution:
Brand positioning, content and ABM-- the best combination
A series of actions were carried out with the international media to publicise the role of LaLiga Tech and the suite of technological solutions that had been developed for companies in the industry.
A few weeks later, digital content was generated for each of the solutions in the portfolio that LaLiga Tech has developed aimed at a very specific audience (Technology and Business Managers) with the claim "Play Smart, Play Better," and specific content was created for the main digital channels where the audience was located.
The campaign was launched on 5 continents to companies in the sports and entertainment sector through digital channels at the end of 2021. The reception at an international level has been strong which has led to the creation of a promising pipeline of opportunities for the commercial team.