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CA Osasuna, CF Fuenlabrada Assisting Local Groups During Pandemic De-Escalation

Two Spanish clubs, CA Osasuna and CF Fuenlabrada have step in with support aimed at reviving the local economy with new social campaigns that aim to help their local communities make a difference.

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Across Spain, de-escalation from the COVID-19 pandemic has begun, with social and business activities starting to resume under careful health restrictions. But while thigs are going back to normals, significant levels of support are needed and football clubs have a key role to play.
According to Laliga newsletter, CA Osasuna and CF Fuenlabrada, are addressing this need with new social campaigns that aim to help their local communities, using their significant profile to make a difference.
The 42 clubs of LaLiga Santander and LaLiga SmartBank have all contributed to fighting the pandemic in the form of financial donations, offering physical resources to health services, sharing messages of support, providing entertaining content to fans and much more.
Going by the Director of Communication at CF Fuenlabrada, Álvaro de la Rosa “It’s a time of great uncertainty for these companies. To survive these recent weeks, many companies have reinvented themselves but did not have a way for people to know that they were operating despite the pandemic.”
“For example, we heard from one company that made bullfighter costumes. Given the situation, its production turned to making facemasks. But not even their clients were clear if they were open,” he said.
He added that, “The services sector and small businesses have the highest economic risks after this health crisis. We have received more than 60 requests, a very high number considering that the campaign was focused on the local area and not many businesses have been active.”
“Football can help people a lot and now is when they need us most. We owe a debt to our fans after all the support they have given us. We cannot fail them,” he said.
On the side of CA Osasuna has decided to support this initiative by creating 5,000 personalised facemasks bearing the colours, crest of the club, and delivered to local people with the greatest need.
According to information, the masks will be delivered to all club members over the age of 65, as well as the staff and residents of the San Jerónimo Estella residence and to Solera Asistencial, a collection of residences and occupational services for the elderly with which the club collaborates regularly. Delivery of the masks has been made mostly by post, accompanied by a letter in which the club conveys support to its older fans.
“Osasuna is a club that belongs to its members and we must be close to them, even more so in difficult situations. We wanted to help elderly fans to the best of our abilities, because they are the ones who are being punished most aggressively by this pandemic,” the said club President Luis Sabalza. “

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Laliga Joins Spanish Government To Promote The Return Of Tourism To Spain

The Spanish government, the Spanish Football Association, LaLiga and the Confederation of Employers and Industries of Spain (CEOE) have come together in a bid to boost and promote Spain as a safe destination for tourism and sport.

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The campaign dubbed, “Safe Sport, Safe Tourism #SpainAwaitsYou” is being promoted through LaLiga’s international match broadcasts.
The “Safe Sport, Safe Tourism” campaign, with the #SpainAwaitsYou hashtag, was unveiled at LaLiga headquarters, in the presence of Isabel Oliver, the Secretary of State for Tourism; Irene Lozano, CSD president; Javier Tebas, LaLiga President; Antonio Garamendi, CEOE President; Manuel Muñiz, the Secretary of State for Global Spain; and Faustino Blanco, the General Secretary of the Ministry of Health Bringing together the Ministry of Industry, Trade and Tourism, the Spanish Ministry of Culture and Sport (via the Spanish High Council for Sport), the Ministry of Health, the CEOE and LaLiga, the initiative has been created to boost the tourism and sports industries in Spain, which are both so central to the economy and have suffered over the last few months during the COVID-19 pandemic.

LaLiga is very aware of the opportunity and responsibility that it has as a global entertainment platform, which is why it will be fully supporting this initiative, whose visibility will be boosted further by a specially created logo.
LaLiga is giving global visibility to the campaign through a logo that is seen during the competition’s international broadcasts, as well as through creative pieces and posts on its social media networks (on which it has over 100 million followers), region-specific virtual perimeter advertising boards, on the virtualized stands of LaLiga matches and digital marketing strategies, among other initiatives.

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LaLiga President Tebas said, “I am immensely proud that professional football can keep helping boost Spain’s visibility beyond our borders and help the country’s economy. Football and LaLiga play a key role in promoting Spain all over the world, which is why it’s so important for us to be part of this project now.

At LaLiga, we’re going to do everything in our power for Spain to come out of this situation as quickly as possible.”

On his part, CSD president Lozano said,

“time to savour the restart.

A safe return has been outlined, in accordance with a protocol that will allow the competition to start up again successfully. Everyone should know about the effort that we have put in. We know that there’s no such thing as a zero risk but all of us, with our footballers leading the way, are giving our absolute best and acting responsibly and sensibly to ensure everything goes well.”

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“Spain is ready to safely welcome international tourists from 1st July. We have thoroughly prepared to ensure we guarantee the highest safety standards across our whole tourism industry by rolling out over 20 uniform protocols for the entire country. We want tourists to feel confident and we are sending out a very clear message that will be amplified by this campaign: Spain is waiting for you,” Oliver, the Secretary of State for Tourism said.

 

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Atletico Club Targets New Audience In Tiktok

Spanish football Club, Atletico Club has become the latest LaLiga club signed in for TikTok, currently the world’s fastest-growing social network app.

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The club hopes to hope to increase new audience and in a short space of time, its efforts are being rewarded.
The Basque club hopes to reach younger fans and continue international growth via the short-form video platform. Atletico Club is hoping to reinforce the need to stay active on social media and stay close to their fans during this pandemic period.

TikTok is currently the world’s fastest-growing social network with over 2 billion downloads. With a highly engaged and young user-base, football clubs have a clear opportunity to reach new audiences by establishing a presence on the platform.
The rapid growth of TikTok and the fact that it is so popular with younger people caught Athletic Club’s attention. “As part of the progressive modernization of our digital profiles we were clear that joining TikTok was something we should do,” the club explained.
This change in content style is reflective of Athletic Club’s ambition to reach a new profile of user that may not be accessible elsewhere. The club explained: “We’re looking to find the younger supporters of Athletic Club who maybe aren’t on other social networks, and we’re also keen for users who aren’t yet supporters to know more about the club. It’s possible on TikTok to reach a younger audience, the kind of users who are more difficult to reach through our other profiles.”

https://www.tiktok.com/@atleticodemadrid?lang=en

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Over 20 Spanish clubs have also joined the TikTok platform in recent months, many assisted by LaLiga, which has had an official profile for over a year. Athletic Club is joining fellow LaLiga Santander clubs Atlético de Madrid, CA Osasuna, Leganés CF, FC Barcelona, Getafe CF, Levante UD, Celta de Vigo, RCD Espanyol de Barcelona, Real Madrid, Real Sociedad, SD Eibar, Sevilla FC and Valencia CF, as well as LaLiga SmartBank sides AD Alcorcón, Cádiz CF, Mirandés, Elche, CF Fuenlabrada, Girona FC, Racing Santander and Real Zaragoza.
LaLiga’s official TikTok account has over 1.3 million followers and was one of the first football-related accounts set up on the site. To deepen its relationship with the platform, the league established a unique partnership by agreeing for Douyin to become ‘LaLiga Official Social Media Partner’ in China.
This, going by reports makes LaLiga the first league in the world to sign such a deal with Douyin, which will help LaLiga and its clubs to take another step forward in their internationalization strategies.

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Laliga Becomes Only Competition To Appear in Brand Finance Rankings

The Spanish football competition, Laliga has become the only competition to feature in the Brand Finance Rankings.

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laliga stars

The Spanish football competition, Laliga has become the only competition to feature in the Brand Finance Rankings.

  • LaLiga is now ranked the sixth strongest brand in Spain
  • It is not only renowned as a world-class football competition but, according to a new study, it also has a growing reputation at the brand level.

This reflects the success of the competition’s own initiatives as well as underlining the importance of football to the international image of Spain. In addition, LaLiga remains one of the few organizations to be awarded the top ‘AAA’ rating by Brand Finance.

According to Enrique Moreno, LaLiga’s Global Brand Director, “We continue to focus on building our brand identity and the value it represents; this ranking shows we are making good progress. Under our tagline ‘It’s not football. It’s LaLiga.”
“we have shown that our competition represents more than a sport and that LaLiga can positively impact all of society. Our initiatives beyond the competition itself positively impact the image of Spain as well as our visibility around the world,” he said.
The Brand Strength Index is calculated by measuring the relative strength of brands through a balanced scorecard of metrics that evaluate areas such as marketing investment, stakeholder equity and business performance.

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As well as climbing the Brand Strength Index, LaLiga has shot up the Brand Value charts of the latest Brand Finance report, with a 34 percent increase in LaLiga’s brand value over the past year. This has seen the league climb 13 spots in the Brand Value ranking, from 49th in 2019 to 36th in 2020.

Last year was the first time that a sporting competition had featured among Brand Finance’s global rankings and since then LaLiga’s reputation has increased. Even before considering the values of Spanish clubs, professional football plays an enormous part of Spanish society.
As the Brand Finance report stated: “Football unquestionably forms part of the leisure sector in Spain and LaLiga is one of the most highly regarded competitions on an international level.”

In the past year, LaLiga has made significant progress in further developing the brand of LaLiga and expanding its audience worldwide. For example, the competition surpassed 100 million global followers on social media, while new offices in cities such as London and Mexico City further increased its commercial potential.

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