LaLiga, the governing body of the top division of Spanish football, has entered into a strategic partnership with social video production company Grabyo in a bid to enhance video content provided by the organisation and its clubs.
Terms of the deal were not disclosed, but Grabyo’s technology will allow LaLiga, and a number of its leading clubs, to collaborate on the production and distribution of ‘real-time’ video content, such as instant replays and behind-the-scenes footage.
LaLiga will use Grabyo Studio to distribute real-time video clips in mobile-friendly formats – including the square video format popularised by Instagram and Vine – on social media platforms Twitter and Facebook. Grabyo will also work with the league to evaluate social video opportunities on additional fast-growing platforms such as Snapchat, Instagram, Sina Weibo and Line.
Furthermore, LaLiga and a number of clubs will use Grabyo’s professional mobile video app Grabyo Mobile to capture behind-the-scenes footage.
“This strategic deal with Grabyo will dramatically enhance the experience we offer fans on digital platforms and use the clubs and players as distribution channels,” Ignacio Martinez Trujillo, managing director of innovation and global development at LaLiga, said. “Ninety minutes of football just isn’t enough for fans anymore. Yes they want real-time highlights but they also want interviews, special features and a whole range of footage around match day.”
Grabyo chief executive Gareth Capon added: “LaLiga’s teams and players are among the most powerful distribution channels in digital media today so it’s an enormous honour to be working on this ambitious project. It’s also an important milestone for the company as we look to bring the very best real-time video content to audiences of billions, regardless of geography, media platform or device.”