LaLiga House, LastLap's PR event

This event, which bids farewell to summer and welcomes the new season, is actually more like a relaxed get-together than a typical LaLiga gathering. It’s a mix of soccer, entertainment, music, hospitality, and socializing with partners… an experience that isn’t overly elaborate, but rather seeks to connect with fans through an experiential and festive atmosphere.

It is also an event that serves as a clear sign of the times: LaLiga House clearly reflects the trend in which major sports organizations are focusing less on organizing events for their sponsors and more on building experiences around the competition in partnership with brands.

In fact, LaLiga itself no longer defines itself as a sports organization, but rather as a leisure and entertainment organization. For those who aren’t fans, it’s worth noting that LaLiga consists of the 20 clubs in LaLiga EA Sports and the 22 clubs in LaLiga Hypermotion, with an international presence in 41 countries.

On the other hand, the format: LaLiga House has certainly gone far beyond what was, until recently, understood as an experiential hospitality event. The idea is to bring together the media, creators, broadcasters, sponsors, and others in a single space, not to hold a presentation, but to spend a few hours together in this ecosystem, where soccer shares the spotlight with freestyle soccer, a tournament among journalists and creators, a live match, music, food, brands, entertainment, and content creation. This explains the mix of journalists, creators, broadcasters, and sponsors.

And what do the sponsors say?

A lot has changed in a very short time when it comes to sponsors’ communications. While four days ago it made sense for brands to have their own spaces at sponsored events (one for Airbnb, another for Puma, Mahou, etc.) with their respective activations, LaLiga House has a different idea in mind: sponsors do not create their own activities, but rather integrate themselves into a shared experience. For example, Airbnb plays a particularly significant role as the main asset within the pool of sponsors. DAZN and Movistar Plus+, as national broadcasters, are also integrated into the space. Puma, with its official match ball, gains added visibility through the Puma Nitro ball and Javi Freestyler’s performance.

Other brands, such as Mahou and Solán de Cabras, are embracing the experience of socializing for its own sake, while creators like Carliyo el Nervio, Juanki Municio, Adrián Romero, and other content creators are simply going with the flow of the event.

Of course, the live broadcast of Real Madrid vs. Real Sociedad is the highlight of the format, the perfect ending to the day (especially this time, as it drew a significant audience of more than 704,000 viewers). The emotional intensity of the match justifies an entire day during which soccer wasn’t really discussed at all.