ElClásico opens a new era in LaLiga with a renewed identity and a big celebration with fans in Shanghai

By Urban Family, 2021-10-25 14:21:14

October 24th, 2021, Shanghai - LaLiga hosted its enthusiastic fans in China with an exhilarating ElClásico viewing experience. Since the first viewing party in China held in 2016, LaLiga has hosted its sixth ElClásico in a row in China, this year with hundreds of fans gathered in Shanghai celebrating the global football spectacle. ElClásico kicked off with FC Barcelona and Real Madrid writing another chapter in their historic rivalry. The enthusiasm and cheering from fans filled the venue, each goal pushed the atmosphere to the climax and the tight match concluded in 1-2 with Real Madrid’s victory.


Photo: Exciting Fans and attendees watching the live broadcast of ElClásico


ElClásico, with its uniquely rich history has produced plenty of unforgettable moments over the years with many of the greatest international football players of all times. Millions of viewers worldwide tuning in to watch this culmination of decades of competition. In 2021/22 Season, LaLiga introduced the new ‘ElClásico’ brand identity, giving one of the most iconic and popular fixtures on the planet a distinctive and highly recognizable visual identity. The new identity is featured at this year’s viewing event with beyond-football fans activations combining football and street inspired theme activities and upbeat music during the afternoon and culminating in the highlight of the event, where LaLiga fans enjoyed and experienced together ElClásico match live.

Photo: fan activities photos at Moreprk Piazza, one of the biggest skateparks in China


"It is always our great pleasure to bring this party and to share the excitement of LaLiga and ElClásico with our eager fans, media, and partners here in Shanghai. Our commitment to the Chinese market is strong and this type of events add value to our partners and stakeholders. In addition, we can offer our partners more transformative initiatives and solution not only around the matchday and LaLiga but also with our expertise and know-how in other areas as it is reflected in LaLigaTech to create a world-class entertainment product through new technologies.’ said Sergi Torrents, Managing Director of LaLiga China, he also shared that “this year’s ElClásico also has another particular significance as it is the first one with fans fully returned to the stadium since the pandemic outbreak.”


Photo: Sergi Torrents, Managing Director of LaLiga China (photo of Sergi delivering opening speech onsite)


As part of LaLiga’s international fan engagement strategy, the ElClásico has been arranged to kick off at the prime-time slot since 2016 for millions of Chinese and Asian fans to watch the world’s most exciting fixture. With this strategy, LaLiga is now the most followed football league in the world with a total of 143 million followers on 17 digital media platforms, leading among any European league. In China, LaLiga stays connected with its over 8.3 million social media followers across key social media channels including WeChat, Douyin, Toutiao, and Weibo, where it is the most followed European football league.


The ElClásico watching party was also celebrated by LaLiga’s partners. Budweiser brought the music with a DJ and beers to celebrate the game with fans. PUMA challenged the crowd with a football game while a picture booth with giant LaLiga wine bottles was presented by Marqués de Atrio. Before the game start, EA Sports organized a FIFA Online 4 exhibition game player by professional player. Additionally, iQiyi Sports, Migu Video, China Mobile and both clubs, FC Barcelona and Real Madrid indulged the crowd with raffle prizes. The event was supported by Tourspain in its effort to promote Spain as a tourist destination to the Chinese public through LaLiga and its football culture.

Photo: Budweiser DJ booth and bar


LaLiga is home to the greatest football clubs and players, with an ever-expanding fanbase it is a symbol of passion, entertainment and innovation. With the new ‘ElClásico’ brand identity and cutting-edge initiatives, LaLiga endeavors to keep connecting with Chinese and all its global fans through innovation and digital transformation enabling fans to enjoy and express their passion. It’s not football, It’s LaLiga.


About LaLiga 

LaLiga is a global, innovative and socially responsible organisation which is a leader in the leisure and entertainment sector. It is a private sports association composed of the 20 public limited sports companies (SADs) and clubs of LaLiga Santander and the 22 of LaLiga SmartBank, and is responsible for organising professional football competitions in Spain. In the 2018/19 season, LaLiga reached more than 2.8 billion people globally. With its headquarters in Madrid (Spain), it is present in 55 countries through eleven offices and 46 delegates. In China, LaLiga is established since 2014, with its main office based in Shanghai, and, since 2020 LaLiga has partnered with Mediapro and Super Sports Media to create SFCM, a joint venture dedicated to the commercialization of sponsorships and licenses. In addition, the organisation carries out its social work through its foundation and was the world's first professional football league to establish a league for intellectually challenged footballers: LaLiga Genuine Santander.