Thebes: "The zancadillas that we meet in LaLiga are a cultural issue"

The president of LaLiga has participated in the Kosmos Sports Summit and said that "the problem of the future transformation of sport is that in Spain culturally it is very difficult to understand.


Javier Tebas, along with Gerard Piqué, has participated in the Kosmos Sports Summit, sponsored by LaLiga and Rakuten. In this event, which has been about innovation in the world of sports, the president of LaLiga has assured that "when we set the schedules one month in advance we know how many people are going to the field and how many people are going to see. Therefore, so much criticism of the schedules has no consistency because everything is more than controlled ".

Impact of the union between LaLiga and Davis Cup: "Kosmos has turned the project into a worldwide expansion. Tennis was the only sport that had its diversified world championship, by unifying it there is a world exhibition and we (LaLiga) allow us to spread our brand. With the current model it is a very important opportunity to defend the brand worldwide. It is sport, but we are dedicated to entertain. There are many fans in common. We favor our brand ".

Importance of data collection: "It is a project that we started four years ago. We have all the data of stadium assistance 10 years ago. When we set the schedules one month in advance we know how many people are going to the field and how many people are going to see it. Therefore, so much criticism of the schedules has no consistency because everything is more than controlled, we do it to optimize the results. We could not afford not to know the fans who saw us outside Spain. When we arrived we unified the data collection Now all the data flows to our databases and from there they are segmented (age, what games they see, what they buy, what sports they see ...), which helps you choose the best option to elaborate a strategy of sending emails or telephone push and getting your success rate to increase. In the future the sale of audiovisual rights is not going to be just selling the signal, we will go with the data of the users that we have in that country to help the TV operator to have a better impact on the market. All the work we are doing for years, we save one year of work for operators abroad. It is not something we are going to do, it is something we have already done. When we have the data, someone has to tell the mathematicians what to ask the data. Someone has to tell you how many people are going to Benito Villamarín ".

Future of the retransmission of events: "In the world of data, the same thing that happened with Apple will happen. In live events on TV you have to handle live data. That statement that" millennials "can not stand 90 minutes in front of the TV "is not going to be worth it. You have to entertain the fan. Now they put the heat map on the TV, but you can't understand. That will come in the future, there is the key to the world of The voice assistants (Alexa, Google Home ...) are going to play a very important role, because it will allow you not to have to dive in the command, but will ask the TV the data you want. voice is going to be fundamental in the future of the broadcast. In two or three years it has to be implanted in the world of sport ".

What is LaLiga preparing for the future ?: "Right now the Classic. We are preparing for all this transformation that is coming. The problem is that culturally it is very difficult to understand. The means are the same and do not realize that there is to be much more global. From the entertainment industry a very large window opens to the world of sports. There are many niches of audiences related to sports that 10 years ago could not be accessed. The only problem I see is cultural, it costs understand it to many media and many leaders. The sport that does not adapt is going to be left behind. Our great value is direct. The key is in who is left with that share of entertainment. If you are not prepared with technology and do not understand the next change, you will be left behind. Television operators are partners, not customers. If content distributors do not help. The tripping we meet at LaLiga is a cultural issue l ".



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