En su segundo mandato al frente de LaLiga, Javier Tebas se propuso acelerar la proyección internacional de una competición que en los últimos meses ha dado varios pasos importantes en la conquista del mundo y el recorte de distancia con la Premier League. El más reciente es el anuncio de una alianza con Google para que, a través de YouTube, los partidos de Segunda División se vean gratis en gran parte del planeta. Un capítulo más de la progresiva interacción entre deporte y plataformas con opciones de emisión de eventos que ha tenido eco en EEUU con la NBA y Twitter.

El acuerdo entre el organismo que rige Tebas y Google llevará gratis (a partir de este sábado) los partidos de LaLiga 1|2|3 a los países que no tenían derechos, y también incluye la emisión de resúmenes de casi una hora de toda la jornada, para tratar de mostrar cómo es la categoría de plata al resto del mundo mediante una herramienta tan poderosa como YouTube, que el año pasado alcanzó los 1.800 millones de usuarios mensuales. Serán retransmisiones en inglés y geobloqueadas para el público español que tienen el objetivo de difundir el balompié nacional en todos los continentes.

Es una nueva internada de LaLiga en el mercado internacional, del que obtendrá 897 millones de euros anuales en el periodo 2019/2024. La anterior fue de la mano de Facebook, plataforma a través de la cual emite los partidos de LaLiga a coste cero en ocho países de Asia del Sur (India, Afganistán, Bangladés, Bután, Nepal, Maldivas, Sri Lanka y Pakistán) con la posibilidad de ejercer impacto en una población total de más de 1.780 millones de personas.

Son las dos acciones más destacadas de una entidad que se ha lanzado a la creación y expansión de una marca internacional como respuesta a un mercado en el que domina la Premier League, objetivo a medio plazo de LaLiga, que ya superó en ingresos a la Bundesliga en 2017, según los datos de Deloitte.

En definitiva, la competición que durante años se ha visto ‘premiada’ con los dos mejores jugadores del mundo (Cristiano Ronaldo y Leo Messi) y que ha sufrido la marcha del primero y afronta los últimos cursos del segundo trata de reinventarse en un contexto de fuerte entrada de las empresas tecnológicas y las redes sociales en el panorama de la emisión de eventos deportivos.

La red social se ha ido moviendo para ganar enteros en el sector de las retransmisiones deportivas, una nueva línea de negocio en la que ya han ejecutado operaciones que le han permitido emitir partidos de la NFL (liga de fútbol americano) y MLS (liga de fútbol) estadounidenses, así como regatas de la Volvo Ocean Race o, más cercano en lo temporal y en lo geográfico, encuentros del Mundial de baloncesto femenino celebrado en España en septiembre.

La última gran prueba en la que las nuevas plataformas de retransmisiones deportivas pusieron toda la carne en el asador fue el Mundial de fútbol del pasado verano, y en esa ocasión Twitter también tuvo algo que decir elaborando páginas personalizadas de cada partido y aliándose con Fox para ofrecer contenidos exclusivos y resúmenes inmediatos de los encuentros en EEUU.

Google, por su parte, apostó por la creación de contenido que incluyó calendarios, estadísticas, imágenes, seguimientos en directo de los partidos y el uso del Asistente y de Google Maps para ofrecer diversas funcionalidades a los usuarios.

Fuente: https://www.eleconomista.es/deporte-negocio/noticias/9628105/01/19/La-alianza-con-Google-el-nuevo-paso-de-LaLiga-para-conquistar-el-extranjero.html

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