La Liga launches its official mini program on the Alipay platform

In a bid to enhance digital operations and deepen engagement with Chinese fans, La Liga has officially partnered with Alipay to launch its exclusive mini program on its platform.

The Spanish league initiative with Alipay

Chinese fans will be able to get closer to the competition through this new initiative. Users can search La Liga on the platform and they will be able to access the latest information about the competition.

Through the platform, fans can access match-related information including news about the fixtures and standings, they can customize their own membership cards and they will have an opportunity to participate in weekly lucky draws where they could stand a chance to win official La Liga merchandise.

Users will also have the opportunity to access exclusive content, activities and participate in unique digital engagement activations on the platform.

“China is highly digitalized and at La Liga we want to be where our fans are. The launch of our mini program in Alipay allows us to reach out and connect with more than 1 billion users on the platform in a unique way to enjoy and follow the events and news of the clubs”. Sergi Torrents, Managing Director of La Liga in China.

The launch of this platform highlights the league’s efforts to expand its strategy in innovation, digitalization and internationalization. This concept materializing will bring Chinese fans closer to the Spanish league.

Learn more about La Liga hybrid and dynamic broadcasting and content distribution strategy