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Special Project

Special Project
From the 16th Annual Shorty Awards


Entered in Sports


LALIGA, Spain's top soccer league featuring some of soccer's most valuable clubs (Real Madrid, FC Barcelona, Atlético de Madrid) and players (Luka Modric, Jude Bellingham, Sergio Ramos), is committed to fostering a relationship with its American fans. With soccer growing fast in the U.S., LALIGA sees North America as a priority market and one that is already home to millions of fans who follow Spanish clubs on a weekly basis. To engage with existing fans and connect with potential new ones, LALIGA created the El Partidazo event platform. Designed to redefine and aplify the American soccer fans' viewing experience at a bar, LALIGA has organized more than 40 different events across eight cities to expand the fanbase and create memorable experiences while building a lasting connection with fans. The program was launched with two objectives: first, to establish a consistent, recurring event strategy throughout the season, fostering habits among local fans; and second, to partner strategically with key bars in selected markets to meet fans where they already spent time to enhance their viewing experience.

Strategy and Execution

El Partidazo came to life through a meticulously crafted plan that leveraged both digital and physical platforms. Monthly watch parties were anchored to marquee matchups in 8 U.S. cities including Los Angeles, New York, Miami, Chicago, Dallas, Houston, and more. Eventes were created in partnership with existing peñas and featured activities, merchandise giveaways , and the opportunity for an attendee to win a trip to Spain for a VIP LALIGA experience. In certain cities, LALIGA amplified the experience by bringing league Ambassadors or “Legends,” such as Diego Forlan, Javier Mascherano, and more. This offered fans the once-in-a-lifetime chance to engage with some of soccer’s biggest former stars. 

Teaming up with LALIGA’s partners’ in North America, such as Verizon, Camarena Tequila, and Founders, the league has been able to make the event platform financially sustainable while adding value to attendees through additional giveaways, exclusive offers, and more. 

Overcoming challenges such as technical glitches and logistical complexities, El Partidazo innovatively integrated real-time online engagement with vibrant physical events. The unique combination of simultaneous watch parties, exclusive access, and collaborations with ESPN, which will peak during ElClásico at a marquee event in Los Angeles, set El Partidazo apart, creating an unparalleled soccer experience.



Through El Partidazo, LALIGA set out to establish a consistent, recurring event strategy throughout the season to foster habits among local fans while strategically partnering with fans' favorite bars. The results surpassed our team's objectives, solidifying El Partidazo as a resounding success. Just past the halfway point of the season, the event platform has achieved the following:

The success is not merely quantitative. El Partidazo has become a cultural phenomenon, engaging fans and partners alike, the latter of which enhances the fan experience and has made the event platform financially self-sustaining. Early in the season, El Partidazo expanded into Mexico further demonstrating the platform’s impact. With nearly 40% of fans having heard about the program via social media, LALIGA has been able to launch a successful digital strategy to generate awareness and interest for the program while ultimately driving attendance. While more is to come this season, including a massive watch party in partnership with ESPN, El Partidazo has already achieved its goals of uniting fans, expanding LALIGA’s reach, and providing an unparalleled soccer experience. Through this event platform, LALIGA has continued to raise the bar when it comes to the internationalization strategy of a foreign sports league. 




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