MTV India promoted LaLiga with an enticing campaign with a promising tagline, “Zero Masala, Pure Football”.
The campaign has successfully achieved an insight of 38 million reach and 50 million impressions, contributing to an impressive three-time cumulative reach on MTV in the opening week compared to the earlier seasons.
2021-22 LaLiga Overview
LaLiga, officially known as LaLiga Santander, is a Spanish football league system widely watched and supported worldwide. A total of 20 teams play against each other in group matches and qualify accordingly.
Real Madrid has won the La Liga title for a record 34 times, followed by Barcelona with 24 times. LaLiga is also attributed to be the sixth wealthiest professional sports league globally by revenue.
The 2021-22 La Liga is the 91st season of Spain’s premier football competition, which officially began on August 13 2021. The fixtures were released on June 30 2021 and reported that the game would conclude on May 22 2022.
After a year of quarantine and lockdown, this season marks the return of fans to the stadiums to support their teams, provided that they follow the norms and conditions formulated by the government and officials.
Viacom18 to Broadcast the Spanish League
The three-year partnership with Viacom18 announced three months earlier is set to broadcast the Spanish football league to Indian fans.
Viacom18’s flagship channel MTV India and OTT platform, Voot Select, will broadcast the competition.
MTV India promoted LaLiga with an enticing campaign with a promising tagline, “Zero Masala, Pure Football”.
This unique campaign is gaining popularity on social media as it documents the interaction of football fan bases across India.
The campaign has successfully achieved an insight of 38 million reach and 50 million impressions, contributing to an impressive three-time cumulative reach on MTV in the opening week compared to the earlier seasons.
In terms of the viewership, it is also interesting to note that 38% of the viewership came from the rural parts of India, while the urban viewers made up for over 51% of viewership.
Geographically, the channel witnessed a growth in South India, particularly in the state of Kerala.
On commenting about the partnership with the La Liga franchise, Anshul Ailwadi, the business head of Viacom18, exclaimed that they are honoured to partner with the LaLiga team to broadcast the world’s iconic football leagues to the Indians viewers.
He added that while football unites fans, the fans keep the sport alive. He is excited to witness the growth of the fandom as the season’s first match has witnessed an impressive amount of viewers from different parts of the country.
In the words of Ailwadi, “The response we have received so far has been phenomenal and we are certain that we will make football a much loved and followed sport in India through our partnership with LaLiga”.
The partnership with LaLiga marks the entry of Viacom18 into the sports broadcast industry.
Along with Spanish LaLiga, they have also acquired rights for the Italian Serie A, League Cup in England, ATP Masters 1000 events, French Ligue 1.
Although the games are currently broadcasted in English, there may be room to offer regional languages in the near future – like it is currently done for Premier League and Indian Super League
LaLiga 2021-2022 officially kicked off on August 14, 2021, with the Valencia CF and the Getafe CF match. While games featuring star teams like Barcelona and Real Madrid are scheduled for the coming months.
