It was a busy three days for the 20 participants from all across Europe who gathered last week in Madrid for the third session of the European Leagues’ ELEVATE Executive Programme. LaLiga hosted the three-day meeting, where the overarching theme of all presentations was “Fan Engagement”.

LaLiga HQ was the venue for the start of programme on day one, which began with an introduction to LaLiga Tech’s digital ecosystem and how this relates to fan engagement to set the scene. This was followed by a joint Ogilvy and LaLiga presentation on how to include data and CRM tools in leagues’ fan engagement strategies and ideas for creatively and emotionally connecting with fans.

On the second day, attendees had the opportunity to learn more about Atlético de Madrid’s fan experience approach, followed by a visit of the Cívitas Metropolitano stadium. The afternoon was spent talking about LaLiga’s growth and fan acquisition strategy.

The Madrid session came to an end on day three with a speech from Real Zaragoza’s Commercial and Marketing Director who gave participants an overview of the club’s vision for fan engagement.

A reoccurring theme throughout the three days was what should the league’s role be in supporting its member clubs in achieving each clubs’ own respective fan engagement strategies and goals.

The next physical session will take place in Bratislava (Slovakia) in March 2023 to be hosted by the Slovakian League.

Thank you to all our partners, experts and participants during these three intense and fruitful days.

 

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