LALIGA’s followers in India have grown 2000% since 2017 to reach 8 mn: Aakriti Vohra

LALIGA, the world’s most popular football league, has made significant strides in India since its inception in 2017. The league has not only captivated Indian fans with its thrilling matches and star players, but has also actively contributed to the development of Indian football. Through strategic partnerships, community initiatives, and innovative digital strategies, LALIGA has successfully carved a niche for itself in the cricket-dominated nation.

In an exclusive interview with Adgully, Aakriti Vohra, Global Delegate India for LALIGA, delves into the league’s strategies, achievements, and future plans for India. Vohra discusses the importance of digital engagement, fan experiences, and grassroots development in expanding LALIGA’s reach and impact in the country. She also sheds light on the league’s collaborations with local partners, its commitment to sustainability, and its vision for the future of Indian football.

What are LALIGA’s primary objectives in India, and how do you plan to build a stronger connection with Indian audiences?

The evolution of LALIGA in India since the inception of our office in 2017, as part of the internationalization of the brand on a global scale, has been nothing short of remarkable. To achieve this presence, we looked to focus on a few strategic pillars in the market since our arrival, namely:

1. Localization of digital content to make the Indian fan engaged and involved in the league by driving inclusion through various digital activations. Starting with 300K followers when we arrived in India, today we boast over 8 million followers. A 2000+ % growth in followers since our arrival in the country.
2. Making our fans experience the magic of LALIGA - which we have done by hosting massive ELCLASICO screenings/watch parties in Delhi, Mumbai, and Kolkata over the years engaging with over 50,000 + fans and counting.
3. Partnering with like-minded stakeholders in the sports ecosystem, we have had regional partners such as Dream11, Hero Vired, and BKT Tires (although BKT tires is a global partner) along with associations with HT GIFA, Reliance Foundation Young Champs, Vicente Ferrer Foundation, Gujarat Titans, Turespaña, Instituto Cervantes to name a few. We are also constantly in talks with state governments and federations to support the development of football in the country by partnering with them on long-term projects.
4. In 2018, we launched our pan India football schools project LALIGA Academy Schools India formerly known as the LALIGA Football Schools which currently is in 14 cities with 48 centers trained over 6500 boys and girls. LLAS focuses on skill development and creating a pathway for young players to potentially reach professional levels with guidance and training from Spanish coaches and curriculum. It is a part of our vision in India, to not only build our brand but to also play a role proactively in developing India’s football capability, for which LLAS provides a vital platform of growth.

All in all, it has been a remarkable journey which we intend to keep improving with each passing year based on our constant learning and increasing knowledge of the market.

Given the competitive entertainment landscape in India, how does LALIGA plan to carve out a niche for itself among cricket-dominated audiences?

Football in India has been growing rapidly in recent years. As I mentioned earlier, we see this reflected in our social media presence: in India, we have over 8 million followers across platforms, marking a growth of over 2000% since we began operations in India in 2017. Our following continues to grow on platforms like Facebook, Instagram, Twitter and YouTube. While we acknowledge that football does not yet have the same following as cricket, our goal is to become the second most-followed football league in the country, second only to the local league.

One of the pillars of LALIGA’s strategy is to place the fan at the center of everything we do. Since 2014, LALIGA has expanded its match schedules to include different viewing slots, such as morning matches, to accommodate fans worldwide, including in India. For example, the Osasuna versus Real Madrid match at the beginning of November was scheduled to cater to Indian audiences with a kickoff at 6:30 pm IST, and we organized a watch party for the event.

Additionally, each season, the number of fan engagement activities worldwide has multiplied, and this trend will continue in the region. Both in-person and digital activations are being planned, including watch parties, live commentary, street marketing campaigns, digital contests, raffles, workshops, influencer collaborations, and fan tournaments. These initiatives help us build meaningful connections with our fans in India.

For bridging the gap between cricket and football in a country like India, in the past we have also signed LALIGA’s first-ever non-football ambassador, Rohit Sharma. Being a massive LALIGA fan himself, this organic association with the Indian icon played a significant role in helping us connect with the cricket fans of the country, who are sports lovers in general and hence, potential LALIGA fans as well.

How is LALIGA contributing to the development of Indian football at grassroots and professional levels?

LALIGA is famous because of its grassroots football: the academies of the LALIGA clubs produce talents such as the players that recently won the Eurocopa 2024 or the winner of the Ballon d’Or, Rodrigo, who has been trained at the Academies of Atlético de Madrid and Villarreal.

Our commitment to grassroots football in India shows through the LALIGA Academy Schools India project: more than 6,500 young players have been trained in more than 48 LALIGA Football Schools centers in India under the LALIGA Methodology in the last 6 years. Clubs such as Sevilla, Betis, Celta de Vigo, Deportivo Alavés, Cádiz CF have partner centres within the project, thus reaching out to younger fans and helping them to become the best player they can be.

Why did LALIGA choose a new broadcast partner for the current season? How does this decision align with your goals for expanding viewership in India?

We have partnered with GXR as our broadcaster in India we were looking for an innovative option to facilitate the fan’s access to football from any device. LALIGA is always committed to innovation and technology, so streaming platforms are a good way to connect with fans. GXR’s app (now available on android & IOS) will add fan engagement tools and other new technologies, which is why we believe this was the best option for India. Also, football fans in India can now watch all LALIGA games streamed Live and for free on the GXR website and app. Hence, we believe, GXR’s platforms are a great way to create more access for our fans across devices and also give us a wider opportunity to tap into potential fans and convert them into loyal LALIGA fans, which is why we believe this was the best option for India.

What is the objective of collaborating with Turespana, and how do you envision this partnership benefiting both LALIGA and Spanish tourism?

Turespaña and LALIGA have been allies for a long time, as well. We are united in our desire to bridge gaps between Spain and India, utilizing the strategic potential of the beautiful game. We jointly launched an initiative with Instituto Cervantes and Turespaña in 2022. These joint efforts will be further strengthened this year by events such as this one, using football as a conduit for building cultural and human connections between Spain and India.

What strategies is LALIGA implementing to attract sponsorships for football in India, and how are brands responding to this opportunity?

In every strategic country where LALIGA has a branch office, such as India, we implement a tailored business plan that includes a strong focus on the commercial area. In India, we place great emphasis on securing partnerships, but we also maintain exceptionally high standards when choosing who we collaborate with. We seek partners who not only align with our vision, but also share our core values, ensuring a meaningful and synergistic relationship. Keeping this in mind, we have had regional partners such as Dream11, Hero Vired, and BKT Tires (although BKT tires is a global partner) along with associations with HT GIFA, Reliance Foundation Young Champs, Vicente Ferrer Foundation, Gujarat Titans, Turespaña, Instituto Cervantes, to name a few.

How does LALIGA’s approach to expanding its fan base in India differ from its strategies in other international markets?

The Indian fan is special because of the passion with which they live football, which is why a two-way approach has always worked very well in the country: on the one hand in person, with activations that brings LALIGA close to the fans. On the other hand, digitally, taking care of a very adapted content for the Indian public, localised for the country.

What role do emerging markets like Tier 2 and Tier 3 cities in India play in your overall strategy?

They are very important to us, and we try to reach as many places as possible in the country with different projects and activities. The best example of this is the presence of LALIGA Academy Schools in numerous locations besides New Delhi, Mumbai, Pune Kolkata, Bangalore and Chennai such as Nashik, Surat, Hosur, Madurai, Thenni, Ranchi and Bhubaneshwar, to name a few.

How important are collaborations with local influencers and digital platforms in growing LALIGA’s Indian audience?

As mentioned, in India, we have over 8 million followers across platforms, representing an impressive growth of over 2000% since we began operations in the country in 2017. This growth continues, particularly on platforms like Facebook. A key factor behind this success is our highly localized strategy. We prioritize collaborations with local social opinion leaders and our partners in India, focusing on creating synergies that drive mutual growth and deepen our connection with Indian audiences.

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