For the fourth time, LaLiga China hosted an El Clásico live public match screening event in Shanghai, of the first El Clásico of the 2018/2019 season, on Sunday night, October 28 local time. This event offers a festival for fans and at the same time, a marketing platform for LaLiga and its partners.
The event was attended by fans of FC Barcelona and Real Madrid CF. In addition, apart from the hosts, LaLiga, it was also attended by some of LaLiga’s global and regional partners such as EA Sports, TAG Heuer, Dongfeng Fengguang and Roomeye; LaLiga’s business partners, including ACTIVATION Group and SuperSport; LaLiga ambassadors and a representative of FC Barcelona.
Fans who registered online via Weibo and WeChat to attend the event, were offered football-related entertainment games outside the venue prior to the start of the event. There were a virtual reality game where the participant could experience being a goalkeeper, an interactive shooting game offered by TAG Heuer, a mini football pitch created by Dongfeng Fengguang, where people could rest on football-shaped sofas placed on the pitch or practice their shooting skills, and onsite PCs to play FIFA Online 4.
LaLiga’s partners, such as Dongfeng and Roomeye, offered prizes to winners of the lucky draws. TAG Heuer, who have been involved in the El Clásico event in Shanghai for two years, again invited its ambassador Wang Dalei, the goalkeeper for Shandong Luneng, to the event to watch the game together with the fans.
LaLiga, in addition to providing a celebratory experience to fans at the event, utilized this platform to present some of the fan engagement campaigns they activated in the market. Most importantly, LaLiga’s marketing partner in China, Activation Group, revealed their first professional football-related TV series in China endorsed by LaLiga and produced by LaLiga Club and its partner Mango TV. The Emergence of First Love will soon be released to air on MGTV during the Chinese New Year.
Another highlight of the event was a competition between two amateur FIFA Online 4 players before the kick-off of the real El Clásico that night. The two players were coached by two LaLiga ambassadors who were present throughout the whole event, Patrick Kluivert and Fernando Sanz.
This year’s El Clásico screening event in Shanghai is also part of a global marketing campaign by LaLiga around the El Clásico, as LaLiga hosted El Clásico events around the world in different countries and cities, including Kolkata (India), Surabaya (Indonesia), Singapore, Miami, USA, Australia, Belgium, Hong Kong and many other places.
Sergi Torrents, LaLiga’s Managing Director of Greater China, said, “LaLiga is committed to bringing fans in China the unique LaLiga experience and continue to strengthen its presence in the Chinese market.”
Proofread by Raymond Fitzpatrick