LaLiga teams with Digital Virgo for international LaLiga Xtra app

Spain’s LaLiga has tapped mobile payment technology outfit Digital Virgo to launch a new LaLiga Xtra app internationally through licensees in 18 countries.

The football league said that the agreement marks the next phase of LaLiga Xtra, based on a licensing model, which will free it up to focus on content innovation and development, with distribution via licensees to manage the project in each region.

LaLiga Xtra, available in various markets across South America, Europe and MENA, including France, Belgium, Portugal, Argentina, and Morocco, is a mobile application introduced by Digital Virgo and LaLiga aimed at football fans looking for a 360° experience when watching matches, according to LaLiga. Content includes quizzes and a Fantasy Football-associated offering.

LaLiga cited stats from research outfit Statista that showed 77% of people using their smartphone while watching TV, and 35% using applications.

Javier Gil, Sponsorship Project Coordinator at LaLiga said: “LaLiga is excited to announce this agreement with Digital Virgo to deliver the best of Spanish football to several regions in the world. While providing our fans with a distinctive digital experience, we fulfill our commitment to give them access to top-notch Spanish football and first-rate entertainment. This arrangement will help us promote the value and importance of Spanish football to a global audience in addition to providing our supporters with access to a range of services that will make experiencing LaLiga a more enjoyable and accessible experience.”

Vincent Taradel, CMO at Digital Virgo Group detailed “We are excited to enrich our value proposition for football fans with this new exclusive LaLiga Xtra service. This partnership is in line with our strategy in the field of sport, by offering ‘second screen’ services with rich and exclusive content as well as gamification features to boost user engagement.”