Joburg and Durban join over 50 global cities to showcase ElClasico

ElClasico, the most-watched club football match in the world, celebrates its new brand identity with 130 global activations, featuring more than 4,500 fans, including activations in Johannesburg and a watch party along the beach in Durban

South Africa joined large-scale global LaLiga activations to showcase the all-new brand identity of ElClasico, the most-watched club match in world football, which this weekend will see FC Barcelona and Real Madrid face off in an epic unmissable encounter.

The initiative is part of LaLiga’s international development and promotion strategy around ElClasico, the most iconic match in its fixture list.

ElClasico represents one of the longest-running club rivalries in the history of world football, and these LaLiga activations aim to showcase the match’s unmistakable passion and intensity.

Over 4,500 people – among them Johannesburg’s Urban Pantsula and So Dope dance crews – are taking part in over 50 activations unveiling ElClasico’s new brand identity and logo reflecting the essence of this iconic football encounter: rivalry, strength, passion, technology, innovation, dynamism, spectacle and global reach.

Johannesburg’s Fourways Mall and locations around the city came to life this week with cryptic, energetic dance performances and audiovisual projections revealing the new ElClasico brand identity, as dope dance and pantsula move formed part of ElClasico’s exciting new global reveal.

LaLiga South Africa will on Sunday host a special ElClasico match viewing experience for 250 guests at the Warehouse on Durban’s South Beach, as football fans will gather to watch Barcelona host Real Madrid kicking off on the big screen at 16h15pm SA time.

“We are delighted that South Africa has joined the world in celebrating the relaunch of ElClasico this week. The game is a massive highlight on the LaLiga calendar, showcasing exciting new world football stars and pitting two of the world’s biggest clubs against each other in an epic clash. It’s fantastic that Johannesburg dance crews and artists have joined in the fun of the global promotion of the game. We also look forward to a wonderful afternoon of football and entertainment in Durban at the public viewing event, as we continue to bring fans closer to the game and to LaLiga,” said Marcos Pelegrin, LaLiga Southern Africa’s Managing Director.

Other global ElClasico highlight events include a screening of the match in Turkey with over 300 participants, an activation in India featuring traditional Indian mopeds, and a special event in Mexico City featuring the decorative trajinera boats of Xochimilco. Other countries such as China will also host match screenings, while Columbia will celebrate with an event in Medellin’s famous Comuna 13.

“For LaLiga it is very important to be as close as we possibly can to the fans, so we have made a big effort to promote this iconic game on the international stage with over 130 activations rolling out across the globe. With each event we want to showcase the new visual identity of this encounter as well as sharing different experiences with LaLiga, Real Madrid and FC Barcelona fans around the world as we celebrate and revel in this legendary clash of clubs,” said Oscar Mayo, Executive Director of LaLiga.

LaLiga, always at the forefront of innovation and entertainment, aims with the new ElClasico image to build an important asset that will help enhance the brand value of the competition and its clubs, and which can be used in all related international activations and events within the framework of the competition’s internationalization strategy initiated a few years ago.

This year, ElClasico will be lived with even more passion and excitement than ever. Fans tuning in to watch the match from their home, local bar or favourite restaurant will enjoy an audiovisual experience featuring only the very broadcast technology fit for such a world-class encounter.

About LaLiga 

LaLiga is a global, innovative and socially responsible organisation that is a leader in the leisure and entertainment sector. It is a private sports association composed of the 20 public limited sports companies (SADs) and clubs of LaLiga Santander and the 22 of LaLiga SmartBank and is responsible for organising professional football competitions in Spain. In the 2019/20 season, LaLiga reached 2.8 billion people globally.

With its headquarters in Madrid (Spain), it is present in 41 countries through eleven offices and 44 delegates. The organisation carries out its social work through its foundation and was the world’s first professional football league “For LaLiga it is very important to be as close as we possibly can to the fans, so we have made a big effort to promote this iconic game on the international stage with over 130 activations rolling out across the globe.

With each event we want to showcase the new visual identity of this encounter as well as sharing different experiences with LaLiga, Real Madrid and FC Barcelona fans around the world as we celebrate and revel in this legendary clash of clubs,” said Oscar Mayo, Executive Director of LaLiga.

LaLiga, always at the forefront of innovation and entertainment, aims with the new ElClasico image to build an important asset that will help enhance the brand value of the competition and its clubs, and which can be used in all related international activations and events within the framework of the competition’s internationalization strategy initiated a few years ago.

This year, ElClasico will be lived with even more passion and excitement than ever. Fans tuning in to watch the match from their home, local bar or favourite restaurant will enjoy an audiovisual experience featuring only the very broadcast technology fit for such a world-class encounter.

LaLiga’s audiovisual production and matchday coverage rolled out together with MEDIAPRO, is unparalleled among football competitions but is taken to an all-new level for ElClasico. Technical specifications of the ElClasico audiovisual production include:

4KHDR Production

  • 32 cameras in total, including:
  • 10 super slow cameras
    • 4 High Speed
    • 6 Super Slow Motion
  • 2 cinematic cams: creating a cinematic effect in place of the FanCam
  • 2 pole cams: situated behind the goals
  • 2 key player tracking cameras (k-players)
  • 1 aerial camera at a height of 21m
  • 1 helicopter
  • 1 drone
  • Live 3D Graphics: LaLiga is the only national football competition in the world to use innovative Live 3D Graphic technology to generate virtual graphics during broadcasts.
  • 360º REPLAY: technology that uses 38 ultra HD cameras placed around the stadium to create volumetric 360° videos for spectacular replays.

Fans can find out more through LaLiga’s official profiles on Instagram, Twitch, TikTok, Facebook and Twitter.

In addition, fans of LaLiga in South Africa can watch ElClasico on SuperSport 4 at 16h15 this Sunday, October 24.



 
 

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