LaLiga Tech and Liga Portugal have announced a partnership that aims to improve the technology development of the Portuguese competition.

Building upon its content and constructing ‘more impactful global fan engagements through a digital ecosystem’, Portuguese football clubs will be given access to LaLiga Tech’s Brand Protection technology services that reduce the incidence of counterfeit merchandise being sold online. 

Javier Tebas, LaLiga President, said: “Counterfeit products damage club revenues, supplier relationships and fan experiences. We are pleased to join our allies at Liga Portugal to safeguard the important revenues that merchandising generates and to enhance the competition’s digitalisation strategy. 

“Since launching its services last year, LaLiga Tech has helped sports properties to protect over €9bn worth of content and establish more direct and profitable relationships with their fans, which underlines technology’s ability to further strengthen the industry.”

LaLiga Tech continues in its aim to help sports organisations around the world accelerate their digital transformation. 

Liga Portugal will present the Brand Protection solutions, which provide detection, analysis and removal of illegal products, to its 34 member clubs with the intention of further safeguarding their intellectual property.

“The technological revolution has arrived in football,” said Pedro Proença, Liga Portugal President. 

“Partnerships like this one, between Liga Portugal and LaLiga Tech, show how technological development can increase the promotion of competitions, increase their competitiveness, improve the game itself and increase brand impact and engagement with fans in an increasingly digital world.

“We are proud of this partnership in the fight against fraud, which is just one of the aspects of this agreement. Counterfeit material is a threat to the clubs’ intellectual property, to brands and, above all, something that deceives fans by taking away the experience that only an official product can provide.”

Organisations already using Brand Protection services include Mexican baseball club, Tomateros de Culiacán, sports manufacturer Concept2 and the Royal Belgian Football Federation

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