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LALIGA

How could the brand symbolise the transformation of the world's largest football ecosystem?

LALIGA had undergone a decade of unprecedented transformation and the arrival of EA Sports accelerated this evolution into a new era. However, LALIGA was only perceived as a competition. Its cultural, innovative and social impact was not visible from the outside. It was time to stop and ask the question, ‘How can we show the value of all that LALIGA was and was going to be?’

REFRAME

At Picnic we embarked on a journey into the essence of LALIGA, and came up with a key concept: pride. What if it wasn't just about being ‘from’ LALIGA, but about being proud to be part of LALIGA for all that it brings to clubs, fans and society?

We thus reframed its role from that of a mere organiser to a facilitator of collective growth. A space where clubs excel, fans get excited, and society advances.

UNCOVER

There it was, the most powerful truth: LALIGA transcends the playing field. It is culture, spectacle, conversation, social impact. A force that elevates everything it touches.

From that truth emerged a new strategic compass. A clear and assertive value proposition: ‘Taking pride in being in a league that makes us all grow’ And the tagline, ‘The strength of our football’, that synthesises this collective impact.

REINVIGORATE

This positioning shed light on the transformation that LALIGA was going to make to its identity, which we developed together with Gravita, its communication, by El Ruso de Rocky and Apple Tree, and to all its social impact initiatives, its offer and innovation. Picnic strategically guided and accompanied LALIGA —and its whole ecosystem of partners— to connect this new vision with the decisions to unleash its full potential for impact. 
BRINGING THE STRATEGY TO LIFE
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Strategy for Brighter Growth ™

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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