La Liga has just presented its new brand, which was finalized in August last year. The novelty reaffirms the commitment to have a positive impact on society and reinforces the commitments that the sports organization has assumed in the fight against racism, homophobia and all forms of intolerance, as evidenced by the actions carried out by the entity in recent weeks, in full alignment and collaboration with the Spanish authorities and the Royal Spanish Football Federation (RFEF).
The association exposes a new strategic positioning and brand at an international level, which is the representation of the evolution that La Liga has experienced in the last ten years, becoming bigger and reaching more people than ever before.
The new motto, entitled “A Força do Nosso Futebol”, reaffirms the competition’s commitment to having a positive impact on society. This motto also manifests the potential of fans, clubs, sponsors and all agents that are part of La Liga. The brand transition began about two years ago and took place in August 2022, when the naming rights of the championship with the company EA Sports.
The competition has become the largest football ecosystem in the world, with the most extensive international network of any sports property, present in 41 countries, through 11 offices and a network of delegates. Over the last ten years, there has been sustained growth in all areas, and La Liga has established itself as a recognized brand in national and international reputation rankings.
“Over the past ten years, we have taken it upon ourselves to inspire people through the positive values of our sport, something we have consistently demonstrated thanks to clubs, our fans and our entire ecosystem of competitions and related experiences. The new brand is a symbol of this change, the representation with which we want to claim the pride of being part of a competition that inspires and helps us to grow as individuals and as a society”, comments Ángel Fernández, global head of Brand and Strategy at La Turns on.
New brand features
Within this context, La Liga becomes LALIGA, written in a single word in capital letters. A word that represents “The Strength of Our Football” and reinforces the pleasure of being in a league that complies with the rules, is responsible towards society and fights against discrimination.
The new brand symbol is represented by the initials “LL”. The choice is related to two remarkable moments, lived on and off the field, which represent the passion for football, the celebration of the players when they score a goal and kneel, forming the letter “L” with the silhouette of their bodies, and the fans forming an “L” with their arms when celebrating a goal or their team’s success. In addition, the new corporate color is coral, which symbolizes the pride, passion, energy and emotion of football.
Campaign and implementation
The new visual identity will impact not only the 42 clubs that make up La Liga, which will display the new logo on their uniforms, and the more than 185 million users of digital platforms, but also fans of the competition, who will be able to experience and enjoy of this change in stadiums, television broadcasts, digital platforms and all the experiences that will be generated beyond the competition. The next image campaign will launch in the middle of this month.
Furthermore, with the addition of new strategic partners such as EA Sports, La Liga is laying the groundwork to revolutionize the football experience from the 2023/2024 season onwards, seeking to break down the barriers between the physical and virtual world, with improvements in transmissions and with the commitment of both companies to grassroots football.
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