EL PARTIDAZO | 6th Hashtag Sports Awards



The 6th Annual Awards

Nominee ✨
  • Best New Fan Experience


The El Partidazo event platform is a coast-to-coast experiential events platform that enhances the viewing experience at local bars by bringing value-add opportunities, like giveaways and LALIGA Ambassadors, directly to fans.


How does this represent “Excellence in Engagement”?

LALIGA has continued to raise the bar when it comes to the internationalization strategy of a foreign sports league by creating consistent on-the-ground opportunities for fans to connect with their favorite clubs. No other league, domestic or international, directly with fans through at such a consistent cadence through in-person events, both small and large-scale.

Fans had been regularly visiting El Partidazo bars for years to watch matches, but this season, LALIGA has joined them to enhance their experience—meeting fans where they are at and enhancing their routine as opposed to changing their habits. At times, it’s essential to return to the basics of in-person events integrating innovative engagement tactics and modern enhancements to provide an unforgettable experience. LALIGA has done all of this and more through El Partidazo.


LALIGA’s El Partidazo event platform was created to redefine the approach to fan engagement and enhance American soccer fans’ viewing experiences by seamlessly blending the digital and physical worlds to bring them closer to Spain’s top league.

The league, which is one of the top sports leagues in the world and features clubs like Real Madrid, FC Barcelona, and Atlético de Madrid, along with some of soccer’s most valuable players, is committed to fostering a community with its American fans.

With the aim of engaging fans from coast to coast, providing an immersive platform for interaction with iconic LALIGA clubs and players, the league set out to organize 40-44 different events with localized digital marketing strategies across eight cities to expand the fanbase, and create memorable experiences while building a lasting connection with fans.

The program was launched with two objectives: first, to establish a consistent, recurring event strategy throughout the season, fostering habits among local fans; and second, to partner strategically with key bars in selected markets to meet fans where they already spent time to enhance their viewing experience.

Strategy & Execution

El Partidazo came to life through a meticulously crafted plan that leveraged both digital and physical platforms. Monthly watch parties showcased marquee matchups in 8 U.S. cities with vibrant LALIGA fan bases such as Los Angeles, New York, Miami, Chicago, Dallas, and more, fostering a passionate community in partnership with existing peñas.

Events featured interactive activities, LALIGA merchandise giveaways, and the opportunity for one attendee to win a trip to Spain for a VIP LALIGA experience. In certain cities, LALIGA amplified the experience by bringing Ambassadors or “Legends’’ such as Diego Forlan, Javier Mascherano, and more to four events during the season offering the once-in-a-lifetime chance to engage with some of soccer’s biggest former stars.

Teaming up with LALIGA’s partners’ in North America such as Verizon, Camarena Tequila, and Founders, the platform is financially sustainable and adds value to attendees through additional giveaways and exclusive offers.

Overcoming challenges like technical glitches and logistical complexities, El Partidazo innovatively integrated real-time online engagement with vibrant physical events. The unique combination of simultaneous watch parties, exclusive access, and collaborations with ESPN, which will peak during ElClásico at a marquee event in Los Angeles, set El Partidazo apart, creating an unparalleled soccer experience.


  • ESPN
  • Founders & Mahou
  • Verizon
  • Camarena Tequila
  • BetOnline
  • GameOn


  • Diego Forlán
  • Javier Mascherano
  • Julio Baptista


Nicolas Garcia
VP Strategy and Business Development

Francisco Delgado
Head of Partnership Activations
LALIGA North America

Juan Sanz

Adrian Segovia
Head of Content and Distribution
LALIGA North America

Lucy Hartwell
Director Marketing Solutions
LALIGA North America

Itzel Ubiarco
Managing Editor
LALIGA North America Studios

Rafael Gomez
Head of LALIGA North America Studios
LALIGA North America Studios

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.