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La Liga becomes first major European sports property on Twitch

Spanish league expands on success of esports profile with dedicated soccer channel.

21 October 2020 Tom Bassam

Getty Images

  • La Liga North America to produce content for new Twitch account
  • Amazon-owned platform seeking to bolster dedicated /twitchsports channel

La Liga, Spanish soccer’s top flight, has become the first major European sports property to have an official Twitch account.

The league has already built a strong following on the Amazon-owned streaming platform through its eLaLiga Santander esports account, but the new channel will focus on La Liga’s soccer content.

For Twitch, which recently launched its dedicated /twitchsports channel, the addition of a top European rights holder bolsters its drive for more sports content.

La Liga will launch a new weekly series of compilations, clips and special programmes designed for the platform in both Spanish and English. That content will feature current players, as well as retired La Liga stars and ambassadors.

The league’s Twitch channel will also air original shows created by La Liga North America – the organisation’s joint venture with Relevent Sports covering the US, Canada and Mexico – at its new studio operation.

Content produced will include the ‘LaLiga Zone’ matchday review show, the quickfire ‘One minute with LaLiga’ and ‘LaLiga Previas’, focusing on the week’s upcoming action. Other short and long-form Twitch programming will be developed with the purpose of offering unique access and perspectives into La Liga.

“As a global entertainment brand, La Liga aims to offer the best product in the world,” said Alfredo Bermejo, La Liga's director of digital strategy. “After the good experience with eLaLiga Santander, the official La Liga account on Twitch is an opportunity to take the next step in our content and social media strategy. Twitch is a service that allows us to reach a new type of audience and explore new content formats to reach our global fanbase.”

La Liga has launched its own official Twitch account

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