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‘Ready to sing again!’ is the claim with which LaLiga Santander and LaLiga SmartBank have welcomed in the 2021-22 season. The start of the competition has not only been marked by the return of fans to stadiums, but also by the celebration of millions of followers on social media.
ACCELERATE, the official LaLiga ball designed by PUMA for this season, has featured on the profiles of more than 100 influencers around the world, including Andres Iniesta in Japan, international viral phenomenon Khabi, and Bruno Gagliasso, one of the best-known actors in Brazil with more than 20 million followers.
Well-known personalities from the world of sports, culture and gastronomy have participated in the most special unboxing in the history of the competition and posts with the hashtag #PlayLaLigaSantander have had more than 330 million impressions, with a reach of over 291 million users.
Drone-delivered balls and personalised objects featuring the ACCELERATE design
As a new feature for this season, some of the match balls were delivered by air. In Mexico, Thailand, and Uzbekistan several protagonists of the campaign saw their box descend from the sky on board a drone.
- My Mate Nate (Content creator, Thailand)
- ‘Shadsway’ – Amirbek Shadmanov (Influencer, Uzbekistan)
- Mercedes Roa (TikToker, Mexico)
In addition to the now annual distribution of match balls, LaLiga has also used the ACCELERATE design in different objects dedicated to personalities from the world of sports, culture and gastronomy.
- Racing driver helmet: Carlos Sainz (Spain) & Hafizh Syahrin (Malaysia)
- ACCELERATE cake: Cristina Pedroche & Dabiz Muñoz (Spain)
- Yoga mat: Esha Gupta (India)
- Boxing gloves: Abdu Rozik (Tajikistan)
- Gaming chair: Sergio Agüero (Spain)
- Maté: Juan Monaco (Argentina)
- Cricket ball: Rohit Sharma (India)
- Skateboard: Isamu Yamamoto (Professional skateboarder, Japan)
- Gaming Headset: AboFlah (Kuwait)
The campaign has generated over 330 million impressions
Over the last four years, the list of non-sports figures who have joined LaLiga in welcoming in the new LaLiga Santander and LaLiga SmartBank seasons has not stopped growing. Their involvement has been key to raising awareness and impact of a landmark date that is of great importance for football fans around the world.
The kick-off campaign for this new season represents LaLiga’s commitment to connecting with new generations through entertainment, technology, and emotion. This year’s campaign has generated over 330 million impressions so far, involving more than 100 influencers across five continents.
Some of the most well-known figures to have shared the initiative on their social profiles are:
- Carlos Sainz (Racing driver, Spain)
- Julia Menu Garcia (Spanish TikToker with over 21 million followers)
- Adricontreras4 (TikToker, Spain)
- Camilo (Singer-songwriter and producer, Colombia)
- Marcel Gurk (Freestyler, Germany)
- Harriet Pavlou (Freestyler, United Kingdom)
- Esha Gupta (Actress and model, India)
- Karan Wahi (Presenter, India)
- Giorgino Abraham (Actor, Indonesia)
- Hafizh Syahrin (Motorcycle racer, Malaysia)
- Isamu Yamamoto (Professional skateboarder, Japan):
- Abdu Rozik (Viral influencer, Tajikistan)
- Sophie Rodriguez (Chef, Costa Rica)
- Joey Montana (Singer, Panama):
- Peter Okoye (Musician and influencer, Nigeria)
- Ali Nuhu (Actor, Nigeria)
- Teko (Content creator, South Africa)
- Yara (Singer, Lebanon)
- AboFlah (Content creator, Kuwait)
- Dala El Mohands (Fashionista, Egypt)
- Get-together in Morocco with 10 local influencers to celebrate the start of the competition.
