The league becomes the first in Europe to establish itself on the Amazon-owned live streaming platform.
LaLiga is to create original programming and content exclusively for Twitch, through a new official LaLiga account.
The Spanish league is planning a new weekly series of compilations, clips and special programmes featuring LaLiga players, LaLiga Ambassadors and LaLiga Icons.
It will also publish original shows, produced by LaLiga North America. These will be produced in English and Spanish and hosted by “recognised talent,” says LaLiga. Shows will include the matchday review show ‘LaLiga Zone’, the quickfire ‘One minute with LaLiga’ and ‘LaLiga Previas’, focusing on the week’s upcoming action.
Special interviews with top athletes, conducted by women’s football stars Allie Long and Vero Boquete, will also be shown.
According to LaLiga, it’s the first European sports league to join Twitch. The aim is to connect with Twitch’s community of superfans. The account launches this week, with the focus on this weekend’s El Clásico between FC Barcelona and Real Madrid. The content will include profiles, debates and the live warm-up to the match.
Twitch recently launched a dedicated sports channel, /twitchsports, with football-related content picking up a sizeable audience on the platform.
LaLiga’s director of digital strategy Alfredo Bermejo, said: “The official LaLiga account on Twitch is an opportunity to take the next step in our content and social media strategy. Twitch is a service that allows us to reach a new type of audience and explore new content formats to reach our global fanbase.”
Farhan Ahmed, strategic partnerships manager at Twitch added: “LaLiga’s approach to this collaboration, built around enhancing the fan experience through unique content, promises to be innovative, exciting and impactful. We can’t wait to see how the community of superfans interact and immerse themselves in this content.”