LaLiga collaborates with Snapchat

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LaLiga
Image credit: Snapchat

Social media platform Snapchat has joined forces with Spanish football’s top-flight LaLiga, in a bid to showcase the league to millions globally.

Snapchat encourages its users to interact with augmented reality objects within the smartphone app, allowing creative photos and videos to be shared among users.

The move is an accelerated step into the digital market for LaLiga, who is looking to expand its brand and exposure. Snapchat has a highly active user base with its global community boasting 600 million monthly users and 347 million daily users, numbers that must be eye-watering to LaLiga executives.

LaLiga plans to bring all the glitz and glamour of the Spanish League to a global audience through the social platform, allowing users to feel connected to the league. One of the top leagues in the world, LaLiga has the opportunity to offer digital content to current fans, whilst having the reach that Snapchat provides, to capture audiences across the globe.

“This agreement is a step forward for LaLiga in its strategy of digitalisation and reaching young audiences, as well as a reinforcement of our work on social media,” LaLiga Director of Digital Strategy, Alfredo Bermejo, said via press release.

“Among the major European leagues, we are leaders with the most followers on social media, as we currently have more than 164 million, a record figure. The Snap ecosystem tools also allow us to offer quality LaLiga content to younger fans.”

This partnership underlines the importance of attracting younger fans to the game whilst understanding that digital technologies are becoming more relevant in today’s world.

According to Statista, a company specialising in market and consumer data, Snapchat is used predominantly by teenagers and young adults. The company found that more females than males made up the teenager bracket, with teens aged between 13 and 17 years being counted as 11.8 per cent of the total audience on the platform.

Overall, Snapchat’s highest activity usage was found between the ages of 18 and 24, with that bracket accounting for 39 per cent of Snapchat’s total users. These numbers suggest that younger audiences are engaged with the platform and appear to be using it with ease.

The Snapchat and LaLiga partnership will deliver all the latest news and highlights straight into the fans’ hands. Open the Snapchat app and you will have access to all the on-field highlights, with the added access to what goes on behind the scenes. Historic archives, along with reels of the best goals and saves, can be found by adding the LaLiga Showtime account or scanning the snap code (pictured below).

With football being known as the ‘world game’, this partnership between LaLiga and Snapchat highlights the growth and importance of digital audiences. LaLiga has to be credited for recognising the rapid growth of digital technologies and its users, and has taken the right steps to bring LaLiga to a worldwide audience.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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