The passion for football is, on many occasions, hereditary. Membership cards that are created at birth, supporting the same team as your parents or making going to state a tradition. It is a legacy, and LaLiga celebrates it as such in its new brand campaign, with which it pays tribute to the emotional bond that sport strengthens between generations.
“42 legacies, 42 ways to win”, created in collaboration with the creative agency El Ruso de Rocky, highlights how football is capable of building rituals, symbols and shared stories within families. This insight, deeply rooted in Spanish society, is what articulates a new communication effort by the organization to position itself as a context of experiences and emotions.
This is reflected in a spot directed by Gabe Ibáñez and produced by Bambina Films, which shows the relationship between a father and son around football, establishing parallels between the past and the present. Thus, customs such as the walk to the stadium, the stop at the bar, or the chants from the stands are a common thread throughout the years. “Life is what happens between your father taking you to the stadium and you taking him to him,” is the claim with which LaLiga reinforces its idea.
The spot is the second part of a comprehensive campaign that began running on January 16 and will run during the second half of this season. It started with high-impact actions in several stadiums, including the “Escort parents” initiative, with which players from different clubs took to the field hand in hand with their fathers, mothers, or other relatives who have passed on their passion for football to them.
In addition, LaLiga has encouraged fans to share their own experiences through social networks, sharing family photos or videos that explain their football tradition, using the song “With you I learned”, performed by Pablo Alborán. For this action, the organization has partnered with influencers and content creators.
This idea is adapted to each club with the intention of providing specificity and closeness to the execution. Thus, specific pieces have been generated for each of the 42 clubs that make up LaLiga EA Sports and LaLiga Hypermotion, starring real fans who share their personal stories and photographs. This allows each team to make the message they send from LaLiga their own and connect it emotionally with their respective fans.
On the other hand, the specialized media Ace, Mark and Sport They have published real letters from fans of the 42 clubs that are part of LaLiga. They address the feeling shared between parents and children for their club and how football has become a fundamental part of their relationship. Alavés, Atlético de Madrid and FC Barcelona star in the first.
On the other hand, LaLiga has established a collaboration with Grupo Prisa for the creation of branded content. It is a miniseries that collects, in documentary format, real stories of fans and their passion for the team of their life. The first chapter focuses on Real Betis Balompié and is available on YouTube.
“This campaign was born with a clear ambition: to build a deeper emotional bond with our fans, through a narrative that celebrates what truly unites us.“; commented Ángel Fernández, Global Brand Director of LaLiga, in a statement. “We have opted for a transversal and participatory strategy that values our cultural identity and the shared strength of our 42 clubs”.
The campaign will continue over the coming months with activations on television, outdoor advertising, digital platforms and social networks, as well as with special actions in stadiums and notable events.
