It’s no secret that LaLiga, Spain’s premier futbol league, has been defining greatness for decades. It’s also no secret that one of the league’s global goals is to expand its presence in the U.S. market.
In 2018, LaLiga executed a summer PR campaign in conjunction with matches played in Miami, Los Angeles and Richmond featuring three of LaLiga’s premier teams: Barcelona, Real Madrid, and Espanyol. MILE 44 led the Los Angeles market activation with targeted media relations and content strategy built around LaLiga Ambassador and Barcelona legend, Patrick Kluivert.
The push included an exclusive media event at Banc of California stadium in addition to other high profile appearances in collaboration with LAFC and the House of Soccer fan festival. To augment ROI, MILE 44 leveraged these on the ground activities to create same-day digital content that would resonate with U.S. fans. Assets integrated Kluivert and league branding with mainstream U.S. athletes like Odell Beckham Jr., Draymond Green, Hope Solo, and more. Content was shared with all stakeholders spiking social shares + engagement throughout.