---
title: "LALIGA and Tealium: Redefining the 24/7 Football Fan Experience"
id: "94836"
type: "resource"
slug: "laliga-tealium-redefining-the-football-fan-experience"
published_at: "2026-07-13T13:24:45+00:00"
modified_at: "2026-07-14T12:16:07+00:00"
url: "https://tealium.com/resource/video/laliga-tealium-redefining-the-football-fan-experience/"
markdown_url: "https://tealium.com/resource/video/laliga-tealium-redefining-the-football-fan-experience.md"
taxonomy_resource_type:
  - "Video"
---

Video

# LALIGA and Tealium: Redefining the 24/7 Football Fan Experience

## **Is the standard 90-minute football match a thing of the past?** In this episode of Skiller Talks on Negocios TV, host Juan Antonio Muñoz-Gallego sits down with Bernardo Hermoso (Director of Growth & Data Intelligence at LALIGA) and Marcos Rodríguez (Principal Strategic Client Advisor at Tealium) to explore how big data, hyper-personalization, and AI are shifting the business of football. [Get instant access to this episode »](https://youtu.be/-mJ4G-S-JY0)

You’ll discover:

- How LALIGA keeps millions of fans hooked 24/7
- Why LALIGA Fantasy is a major gateway for user acquisition
- The truth behind the “Infinite Stadium” concept – where fans can experience the match in real time, even if they aren’t physically there.

If you want to know how the sports industry is evolving, you can’t miss [this](https://youtu.be/-mJ4G-S-JY0?si=kufRFGivxUMHEgxE)
!

[https://youtu.be/-mJ4G-S-JY0?si=kufRFGivxUMHEgxE](https://youtu.be/-mJ4G-S-JY0?si=kufRFGivxUMHEgxE)

[00:00](https://www.youtube.com/watch?v=-mJ4G-S-JY0)
 – Introduction: The modern football fan, from 90 minutes to 24/7.  
 [00:55](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=55s)
 – The “second screen” effect and changing fan expectations.  
 [02:35](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=155s)
 – The power of user data and the massive success of LALIGA Fantasy.  
 [04:51](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=291s)
 – Driving business: LALIGA’s data strategy vs. the Premier League.  
 [06:30](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=390s)
 – New vs. Old generations: Do we still feel the colors the same way?  
 [08:28](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=508s)
 – Real-time interaction and extreme personalization with Tealium.   
 [11:46](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=706s)
 – The big question: What is worth more, data or TV rights?  
 [13:41](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=821s)
 – Privacy and GDPR: Balancing personalization with data protection.  
 [15:34](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=934s)
 – The arrival of Artificial Intelligence (AI) in LALIGA’s ecosystem.  
 [17:12](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=1032s)
 – The “Infinite Stadium”: Immersive experiences outside the ground.  
 [19:30](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=1170s)
 – Profile of a digital fan: Technology and “liquid audiences.”  
 [21:53](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=1313s)
 – Martech in football: Does a club truly know its fanbase?  
 [23:41](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=1421s)
 – LALIGA as a tech accelerator and cost-saver for its 42 clubs.  
 [26:45](https://www.youtube.com/watch?v=-mJ4G-S-JY0&t=1605s)
 – The future of the sports data economy and closing thoughts.

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