Football Business : LaLiga signs with LG as league’s technology partner

Football Business : Spanish soccer’s top-tier LaLiga has agreed a new sponsorship deal with LG, the South Korean consumer electronics firm.

Under the agreement, LG becomes the league’s technology partner.

The two parties will use the partnership to develop new fan experiences using technology. The deal will enhance LG’s visibility in LaLiga as its technology is already present in stadiums in the form of videowalls, video scoreboards showing game images, advertising boards, advanced air conditioning equipment and LG cooler refrigerators.

Javier Tebas, LaLiga president, said: “LaLiga is always looking for the best partners, especially in the technological field, where we work very hard to always be at the forefront. In this sense, there is no one better than LG to continue this ambition.”

LaLiga has frequently embraced innovation and technology in an effort to improve fan engagement and boost its internationalisation strategy in recent years.

The league has also developed a business intelligence and data analytics strategy, launching its Mediacoach platform for in-game analysis, audiovisual production techniques and an OTT platform, LaLigaSportsTV.

With fans currently unable to attend stadiums due to the coronavirus pandemic, LaLiga has rolled out several broadcast innovations for television and digital coverage, including new graphics using artificial intelligence and augmented reality, aerial shots using drones and aerial cameras and 360-degree replay technology.