© LaLiga / TikTok — Official Strategic Partnership Image (2024.09.19)
LaLiga's 44M TikTok followers and 913M likes prove the social-first, AI-powered fandom strategy | StreamTV Europe 2026 opens April 13 in Lisbon — advance interview with LaLiga's Jaume Pons, plus Deloitte 2025 State of Social findings | Strategic implications for EnterTech, K-content, streaming, and sports clubs
Sports fans make up their minds before the match begins. Which player to follow, which club to care about, which game to actually watch — all of it is decided on social platforms, through 15-second short-form clips, long before the broadcast starts. Spain's professional football league LaLiga read this structural shift early and moved first. The result: 44 million followers and 913.2 million accumulated likes on TikTok — unprecedented figures for a single sports league.