LaLiga has enhanced its fan engagement opportunities in China through its latest partnership with social media platform Douyin, which is branded as TikTok outside of Chinese markets.

As part of the deal, Douyin has become LaLiga’s official social media partner until March 2021 with the Spanish competition’s content now being made available on the social network. 

Alfredo Bermejo, Digital Strategy Director at LaLiga, stated: “With this agreement LaLiga goes one step further in its internationalisation strategy in China, a priority market for us in which the digital presence of our clubs doubled last season. 

“We are very happy to be the first league in the world to sign this kind of deal with Douyin, which will allow us to reach new audiences and give maximum visibility to our clubs on the short video platform. 

“More and more LaLiga clubs are firmly committed to having a presence on Douyin; Atlético de Madrid, FC Barcelona, ​​RCD Espanyol de Barcelona, ​​Real Madrid, Real Sociedad and Valencia CF are some of the clubs already present on this platform.”

The deal represents LaLiga’s recent commitment to branch into an untapped Asian market, with 18 of its clubs having official Chinese social media profiles on the country’s networks. 

Moreover, the Spanish organisers will use the new partnership to enhance its digital marketing strategy in which it will enhance the Spanish competition’s branding whilst also informing Chinese citizens of current events.

Ye Jueming, Douyin Sports director, added: “As a social media platform with great growth and potential we’re proud to reach this cooperation agreement with LaLiga, one of the most important championships in the world. We seek to promote the sport through our technology, which will allow contents, materials and challenges to reach a greater number of fans, allowing them to strengthen their relationship with the tournament.”

In January this year Douyin reached 400m daily active users in China, meanwhile LaLiga’s official channel has 1m followers highlighting the growing popularity of Spanish football in the country.

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