During the 2014/2015 season, the Directorate of Strategic Projects, in its desire to lead, innovate, create value and position LaLiga worldwide, focused its work on the development of Digital Heritage and the fight against piracy, both in its internet version and on TV (Cardsharing).

DIGITAL HERITAGE (Website, Apps, Gaming...)

Just like last season was marked by the launch of version 1.0 of our website, and the definition of the work strategy plan, this year has been key in the creation of digital assets, both apps and games. This has marked the beginning of obtaining a considerable return of investment and of users.

We have positioned some of our developments in the first positions of download rankings and we have achieved millions of users with the most popular ones. 80% of the traffic of some of our apps comes from abroad.

Currently, we have 7 multiplatform benchmark apps in the world of sport and we are developing many more.

As part of our internationalisation and positioning strategy, we are promoting the implementation of our website in the local markets, where we find most of our fans, just like we did with the USA-Mexico website.

We must underline that we are building a platform that includes links to the sites of all Liga BBVA and Liga Adelante clubs that choose to be part of it. This system has a policy of shared resources to unite strengths but with a clear respect of each club's identity.

Anti-piracy

A department has been created within the Directorate of Strategic Projects devoted to the identification and eradication of football broadcasting piracy.

This first year, we have focused on analysing and eliminating the illegal fixtures broadcasting media: Apps, web/streamers, social media and cardsharing.

LaLiga has opened up collaboration and good practices channels with Google, Microsoft, Apple, Facebook, Amazon, Blackberry and Twitter in order to put an end to piracy in those environments.

With the firm intention of analysing the real size of this financial burden, in collaboration with the Coalition of Creators (group that brings together the major players of cinema, music, TV series, literature, and so on) we have drafted the study "Spanish monitoring centre on piracy and consumption habits of digital content." presented with huge impact and media success three months ago. It takes on the role of championing our interests before public and private entities in charge of solving this problem.

This study was also presented in a private event consisting of a dinner with the attendance of many representatives from the sectors involved: TV, media, telecom companies, judges, prosecutors, and so on, in which we showed them how easy it is to watch Spanish football live using illegal methods.

Given that the solution to this problem is extremely complex and demands working in several fields, the Directorate identified all the stakeholders who directly or indirectly intervene to make piracy a reality, giving special attention to advertising, as it is its main engine of revenue.

As well as the agreement with the main digital content providers, we must stress the work done to identify publicity and the warnings we are constantly sending, referring to the social responsibility and reputation risk those companies face when their advertising campaigns are linked to piracy.

In this field, we have signed a protocol of good practices with the association of media agencies and we are holding meetings in that sense with the association of advertisers.

We are determined to lead the fight against piracy worldwide, we are working with a benchmark company in Washington (USA), to create the Global Coalition of Sports against pirates.

LaLiga Lab

LaLiga Lab is one of LaLiga's initiatives aimed at strengthening the industry of football and our predominance worldwide.

This program will be executed internally and externally. The internal stage has the objective of generating technological innovation that can be outsourced, whilst the second stage aims at leading globally the transformation in the delivery and consumption of football, placing it at the forefront of innovation, making the most of the intelligence and entrepreneurship present worldwide.

LaLiga Lab is a platform that will have an Open Licensing program to attract entrepreneurs from any location, fostering a bonding capacity due to the opportunity of achieving common benefits for all, pushing forward the paid consumption of Spanish football

In its internal version, LaLiga Lab is also an engine of innovation in which we can frame actions such as CASTOR (access and security at stadiums), MARAUDER (piracy), Kit Selector (competition), etc.

Pilot project for paid-for audio-visual content

We have set up a pilot program in Facebook in collaboration with Atlético de Madrid, Athletic Club, Sevilla FC, Valencia CF and Villarreal CF, whose objective is to observe LaLiga's and the clubs' ability to create content that could be paid for in the future.

Facebook has only invited to participate in this project LaLiga, NBA, NFL, NHL and Nascar.

Conferences and Seminars

LaLiga is starting to be acknowledged nationally and internationally because of its new innovation strategy, and there is greater demand for our presence in conferences and seminars all over the world, including the USA, China, the Middle East, and so on.