LaLiga, a key figure at innovation event El Pais Retina 2016

LaLiga took part in El Pais Retina 2016 on Tuesday morning, an event for professionals in the digital sector representing some of the world's biggest companies to share their experiences. Ignacio M. Trujillo, LaLiga's managing director of innovation and global development, was entrusted with outlining LaLiga's plans going forward in the sectors of innovation, development and technology since Javier Tebas became president, as well as their current and future projects, to those in attendance. 

"There are seven billion people in the world, two billion of which follow LaLiga. No other company has such a wide reach. Football is Spain's biggest export and it's LaLiga's responsibility for it not to be seen purely as an entertainment product, but as an engine for the economy which we must be proud of," stated Trujillo. 

LaLiga's managing director of innovation and global development continued in this vein by explaining the opportunities that LaLiga provides in economic terms: "At LaLiga we have to be capable of becoming a driver for the economy. Last year 14 million people went to football grounds and 154,000 jobs have been created in the game. Clubs contribute almost €900 million in tax and social security contributions every year. We make up 0.75% of Spain's GDP, and it's approaching 1%." 

LaLiga's presence is not only vital for the national economy at present, but its importance is recognised and appreciated the world over. "60% of the global population resort to football for enjoyment, and we have to make sure we deliver because technology nowadays makes that possible. It's a unique target because we're aiming for 3.5 billion people, which no other company can say," he added.

 Since Javier Tebas became LaLiga president, emphasis has been placed on not only developing the competition itself, but the clubs competing in it, too. "We work while understanding football as an ecosystem of opportunities, experiences, innovation and results. This is the task we started by looking for a better way to deliver the product through our commitment to innovation. You have to directly connect with people who consume it, our aim is to be the number one entertainment provider in the world," said Ignacio M. Trujillo. 

LaLiga has long left behind the days of football outside stadiums being only what a producer wanted to show to viewers, in order to give everyone the chance to have direct access to the product, without a script. "The 90 minutes are now only a part of the complex outline of the process. It isn't enough to just watch a game or the highlights; we give people the opportunity to collaborate. Only through understanding that will we be capable of moving forwards for our audiences and our own interests, by making those 3.5 billion people the centrepieces in their own experience," emphasised LaLiga's managing director. 

LaLiga is also constantly working to improve the quality of the content that it offers, by making it possible for anyone to experience every single kick no matter their location. "We're committed to using technology, also during events and matches themselves. From next season we'll be offering audiovisual content for LaLiga on the same level, if not superior, to what is currently on offer in the Champions League because we strive for excellence," he explained. 

LaLiga is developing and driving forward initiatives based on innovation, given its awareness of the product's value and knowing that the possibilities are endless. "We developed a digital strategy to showcase our product and give us scope for innovation. Among others, we created in-house tools such as Castor, a platform for security and logistics, and Marauder, for antipiracy. Both are now known on the global stage and have earned us recognition." 

The latest step forward in this field is LaLiga Lab, a project that offers the chance to think, innovate and develop ideas by following the open-source model. "We provide a great opportunity for our economy and innovation, and LaLiga Lab has to be one of the big concepts that strengthens our position. It will give us the ability to be pioneers because football isn't just an experience, it's an emotion. We have to develop intelligent collaborative models that make us more accessible to our fans. We want to work with ideas people who can turn them into openings for business and improvement," concluded Trujillo.