Those chords sound. One, two, three, one two, three. Without any explanation or reason, that melody conveys something that you cannot understand. You may not understand the lyrics, you may not know the singer, but what's done is done: the song settles in your head like a vital soundtrack that you won't be able to separate yourself from. The paths that guide the passion for football are just as unfathomable as those followed by that group that you fell in love with as a teenager.
It is not science, not even 'religion', rather magic. There is no manuscript or constitution that establishes what colors to feel or what goals to celebrate, much less where or with whom. Football, like music, appeals to our emotions and the truth is that it is not especially necessary to have a 'membership card' to feel what is happening on a playing field thousands of kilometers away and vibrate with the person next to us.
Because, indeed, there is also life - and fans - beyond the game. Aware of this, LaLiga has deployed an extensive program of lifestyle activities and events that demonstrate that the passion for football is not only experienced within a stadium. From a bike challenge to concerts or camping trips and, of course, the flagship, its watch parties. The formats are varied and serve to celebrate the start of LaLiga, an iconic match or an important date for the host country.
The watch parties, among other LaLiga events, pick up that gauntlet, holding viewing parties for some of the most important LaLiga Santander matches in different parts of almost every continent on the planet. In Europe, Asia, Africa, North and South America and Australia. “There where LaLiga has fans, since many of them cannot have the luxury of traveling to Spain to experience the excitement of attending a match,” shares Marta Díaz, Manager in the International area of LaLiga.
The objective pursued by LaLiga is twofold and not only aims to unite the fan eager to give free rein to their colors. Because yes, first of all, the fan can enjoy watching the game with other fans "in a special environment while living unique experiences." But there is more. “We want to bring local fans closer to Spanish football and thus also attract the attention of those who are not yet fans,” highlights Díaz.
Etymologically, the definition of watch party leaves no room for the imagination. The idea starts from something very simple: bringing together different people to see something that does not happen in situ. All around a single screen and content, in unison, in common union. We have already witnessed the parties phenomenon with series and chapters that, like many parties, deserve a subsequent or revised debate. It was a success in times of pandemic. And something was highlighted at that moment: the important thing is to feel accompanied and share.
The idea of creating a small community around content turned out to be spot on. Because seeing something on the screen is fine, but there is something that improves the experience: seeing it in company. If we talk about football: the emotion meter goes up. Hugs, sweat and tears and that strange feeling of being a little closer, giving free rein to all emotions.
The match between Real Madrid and FC Barcelona is the best attraction for fans and, especially, 'uninitiated'. Thanks to the watch parties, their temples -Santiago Bernabéu and the Camp Nou- add new 'stands' and their hobbies, new followers, who number in the thousands. “We have reached millions of people after six years in more than 90 countries. The record for the highest attendance at a viewing was at ElClásico in India, where more than 18,000 people attended,” says Marta Díaz.
More recently, ElClásico stopped at the Monument to the Revolution in Mexico City and did so alongside legends from both teams such as Carles Puyol and Fernando Morientes. He “he was enjoyed in a special and unique way. More than 5,000 people registered and attended this event,” recalls Díaz. But the 'communion' was greater. “We introduced a global challenge that connected all our fans and all the activations that were being carried out around the world,” he explains.
A global call that was completed, as they usually program in each event, with challenges, games and other dynamics that try to go beyond what was expected or expected. One of the most 'classic' of the party itself. The experience must be unique. “More and more we use creativity, looking for powerful storytelling, whether it is the confrontation between two players of the same nationality, the connection, colors of clubs with countries, etc.,” assesses the manager of LaLiga's International area.
There are those who might think that ElClásico already has all the ingredients to awaken passions around the world, and they are not wrong. But when we talk about Generation Z we always have to go one step further. “We continue to constantly innovate and adapt to capture your attention during your leisure time. The tastes of the Z are constantly changing and evolving, so it is essential that we know how to react and adapt in an agile way,” Díaz explains.
However, as we said at the beginning, watch parties are only part of the many events that make up LaLiga's international showcase. One of the most original has been LaLiga Football Camping, organized in Thailand. A pioneering format in which viewing has alternated with live music, talks, gastronomic activities and, of course, camping.
The convening power of LaLiga flows without complexes, uniting passions with other sports, such as cycling. This is the case of the Colombia Bike Challenge, an event that brought together the two star sports of that country, accompanied by some figures such as Mariana Pajón, Santiago Botero, Pegatina Montoya and Camilo Castellanos, among other personalities, who accompanied nearly 500 cyclists and 500 soccer fans on their tours.
Music is the medium that allows two great hobbies to be united, forming, at the same time, the indisputable tandem of Mexican entertainment. That's why, when a Spanish music group - a LaLiga fan, of course - lands in Mexico City, LaLiga is there, producing a private acoustic. This is the case of highly prestigious bands on both sides of the pond, such as La Cámara Roja or La Paloma.
It is worth remembering what was experienced in Marcory Anoumanbo, a very popular neighborhood on the outskirts of Abidjan, in the Ivory Coast. A viewing of ElClásico brought together fans of both teams in an event that brought together more than 1,000 people and was attended by the Spanish ambassador to the Ivory Coast, Rafael Soriano, as well as members of the Marcory mayor's office. A dedicated audience was able to enjoy animations and performances by music and dance groups.
From LaLiga they agree: “ElClásico is the spearhead of our international strategy to attract and retain the greatest number of fans possible.” But this duel is not the only one. In the month of May, a watch party was held for the great Seville derby in Guadalajara (Mexico). One more opportunity to open - even more if possible - LaLiga Santander to the world. It is also not necessary that there be a specific match.
The beginning of the season is reason enough, as are the specific dates in each region, such as Africa Day, which was celebrated in May in eight countries. Because, paraphrasing the wise saying without Muhammad as the protagonist, if the fan cannot go to the field, the game can reach where the fan is.
