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LaLiga turns to Alipay to get closer to Chinese football fans

The Edge Singapore
The Edge Singapore • 2 min read
LaLiga turns to Alipay to get closer to Chinese football fans
Users can now access the latest information on LaLiga matches and participate in various engagement activities in the Alipay app. Photo: Bloomberg
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To deepen engagement with Chinese fans globally, the Spanish Professional Football League (LaLiga) has launched an official mini programme on the Alipay platform.

Mini programmes are lightweight applications embedded in a native app to make it easier and faster for users to access online services. Instead of having to download different apps to access services from various merchants, users can do so through merchants’ mini programmes in the Alipay app.

With the LaLiga mini programme launch, users can search “LaLiga” on the Alipay platform to access the latest match-related information, including fixtures and standings.

They can also customise their membership cards and improve their membership levels via various forms of engagement, such as participating in weekly lucky draws, to win LaLiga official merchandise through the mini programme in Alipay.

This move is part of LaLiga’s efforts to further expand its innovation, digitalisation, and internationalisation strategy to bring closer the experience of LaLiga to its Asian fans.

“The launch of our mini programme in Alipay allows us to reach out to and connect with more than 1 billion users on the platform in a unique way to enjoy and follow the events and news of LaLiga and its clubs,” says Sergi Torrents, managing director of LaLiga in China.

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