The first football game in Spain and from any of the major European leagues was aired in 9:16 format on GOL's TikTok network, thanks to a ground-breaking deal between MEDIAPRO, LaLiga, and TikTok.
There were 733,000 views, 68,000 conversation comments, 7,000 shares, and 1.2 million loves for this historic broadcast.
GOL aired theReal Sociedad
of Primera Division's Matchday 32 in vertical format freely in Spain via thesports channel's official TikTok
page. This effort was made possible through a collaboration between MEDIAPRO,LaLiga
, and TikTok, demonstrating MEDIAPRO's dedication to innovation and material adaptation for new digital consumption forms.
As a result of this, MEDIAPRO produced the first vertical football game in Spain, and LaLiga Santander became the first major European league to broadcast a game in this aspect ratio through a video platform. Nacho Hernáez and Carla Gabián, two of TikTok's most popular football video makers, provided analysis during the game.
At San Sebastián's Reale Arena, MEDIAPRO positioned a special team consisting of a Mobile 4K Unit and more than 30 experts who worked solely on the production of the match in a vertical fashion, a native experience for TikTok that included the acclimation of all graphics and personalization of the broadcast configured for mobile devices and new viewers.
With 506,000 distinct viewers, 733,000 views, 68,000 chat comments, 7,000 shares, and 1.2 million likes, this historic broadcast reinforces the concept that television and digital platforms may coexist as alternative and complementary experiences.
The TikTok broadcast began half an hour before kick-off, with team warm-ups and pre-match programming, giving fans a behind-the-scenes look at the encounter between two of LaLiga's classic squads vying for a European spot. Fans were able to connect with Nacho Hernáez and Carla Gabián by participating in the live chat during the broadcast, as well as experiencing one of LaLiga Santander's greatest games via a unique perspective owing to TikTok's interactive features.
The fixture between Real Sociedad and Real Betis was streamed live on GOL on free-to-air digital aerial television, as well as through various pay-TV broadcasters (Movistar, Vodafone, Orange, and Telecable), with analysis from Jordi Dominguez, analysis from Alberto Edjogo, and all the specifics and reactions from the stars thanks to Endika Martnez pitch-side.
MEDIAPRO's marketing director, Ignacio Arrola, guarantees:
“This initiative with TikTok and LaLiga bolsters MEDIAPRO’s commitment to content adapted to the new digital ecosystem, offering Spanish football fans innovative experiences and new ways of participating and interacting.
In the meantime, LaLiga's head of digital strategy, Alfredo Bermejo, emphasizes that:
“It consists of LaLiga going one step further in pursuit of building new audiences and bringing football to all viewers. This agreement with TikTok is confirmation of the work being undertaken by LaLiga and MEDIAPRO in recent seasons to continue creating value and innovating in match broadcasts.”
Meanwhile, TikTok Spain's head of content, community, and partnerships, Soraya Castellanos, says:
“We’re extremely grateful that MEDIAPRO and LaLiga have chosen TikTok to launch this ground-breaking initiative in Spain. TikTok is a place where football fans spend time and connect, and we’re proud to be able to see how big sports brands are inspiring the community through innovation.”
This ground-breaking program is significant for the obstacles it faced, as well as the commitment to understanding new audiences' content needs and adapting to the new habits of a more connected and engaging digital environment.
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