MADRID: ‘Ready to sing again!’ is the claim with which LaLiga Santander and LaLiga SmartBank have welcomed in the 2021-22 season.
The start of the competition has not only been marked by the return of fans to stadiums, but also by the celebration of millions of followers on social media.
ACCELERATE, the official LaLiga ball designed by PUMA for this season, has featured on the profiles of more than 100 influencers around the world, including Andres Iniesta in Japan, international viral phenomenon Khabi, and Bruno Gagliasso, one of the best-known actors in Brazil with more than 20 million followers.
Well-known personalities from the world of sports, culture and gastronomy have participated in the most special unboxing in the history of the competition and posts with the hashtag #PlayLaLigaSantander have had more than 330 million impressions, with a reach of over 291 million users.
Drone-delivered balls and personalised objects featuring the ACCELERATE design
As a new feature for this season, some of the match balls were delivered by air. In Mexico, Thailand, and Uzbekistan several protagonists of the campaign saw their box descend from the sky on board a drone.
In addition to the now annual distribution of match balls, LaLiga has also used the ACCELERATE design in different objects dedicated to personalities from the world of sports, culture and gastronomy.
The campaign has generated over 330 million impressions
Over the last four years, the list of non-sports figures who have joined LaLiga in welcoming in the new LaLiga Santander and LaLiga SmartBank seasons has not stopped growing. Their involvement has been key to raising awareness and impact of a landmark date that is of great importance for football fans around the world.
The kick-off campaign for this new season represents LaLiga’s commitment to connecting with new generations through entertainment, technology, and emotion. This year’s campaign has generated over 330 million impressions so far, involving more than 100 influencers across five continents.
For this new season, LaLiga has also opted for music to add extra spice to the competition, coming up with a song which will set the rhythm to matches through the campaign: KESI LaLiga Versión Oficial. The song was written by international singer-songwriter, musician, and producer Camilo; the video has already attracted almost 2 million views.
If there’s something that LaLiga and music have in common, it’s the passion they inspire in people. Football, like music, can emotionally move people; they are powerful tools for evoking emotions of all kinds. Together, they are an unstoppable force.
