In Sports, music is vital. We wouldn’t imagine watching a Champions League match without hearing Tony Britten’s anthem or any athlete lifting a trophy without sound. It’s part of the experience, even a condition of the experience. And a very specific one. The French Open is not the same as the Tour de France, nor is Serie A the same as the Premiere League or LaLiga. Music represents a fundamental part of the soul of a club or a competition, even more so when unique: it fuels emotions, inspires victories, and becomes part of the legacy.
Football leagues are global brands, and let’s be honest: in this highly competitive world, players can’t contribute alone to making the club’s legend. All the more so when each mercato reshuffles the cards. Music is an asset that can change the game.
The Power of Sound in Sports: The LaLiga Case
LaLiga introduced a new sonic identity a year ago alongside its visual rebranding. Since then, music has become a key player in defining LaLiga’s brand—embodying football, history, passion, and all-time idols’ flair and creativity. There is this “tiki-taka” style is characterized by short, quick passes, maintaining possession, and fluid movement.
Ángel Fernández, Chief Marketing Officer of LaLiga, explains how the sound identity is deeply integrated into the brand’s evolution: “A Sound Identity has to be much more in line with the reason for the brand and its visual identity. It is not the same to tell what we had with a specific soundtrack now that we have evolved. We need everything to count and point in the same direction. We do not understand the sound identity only as an anthem but as having the ability to travel through different genres and styles. Not all moments of football consumption are the same.”
LaLiga has shown how a modern sound can bring a league’s identity to life, making music a key player of the brand experience. They use sound to tell this incredible story, engage fans, and ensure they stand out in the football world.
A Sound That Echoes Spanish Heritage
In Spain, football is more than sports; it’s a way of life for millions of Spaniards who live and breathe the game. So LaLiga’s music doesn’t just represent the league—it carries the essence of Spain itself. According to Jaime Nieto, the sound tells the story of the 47 clubs that form LaLiga. “It’s about modern Spain—a country rich in history but also digital, technological, and forward-thinking.” The core melody underwent numerous iterations to ensure it captured LaLiga’s vibrancy.
“The main aspect of LaLiga’s new music is that it represents a huge departure for the brand. It shows that Spain is a rich country with a league that can compete on the world stage, just like its national team,” adds Anthony Vanger, our Chief Commercial Officer.
Music has become vital in shaping LaLiga’s brand. In today’s competitive landscape, global football leagues must build brand recognition beyond the teams and the players. Music emerges as a powerful asset that can transform how fans perceive the league and its promise to deliver passion throughout the season.
What Makes LaLiga’s Sound Unique?
Unlike most leagues that rely on traditional orchestral sounds, LaLiga’s music incorporates elements of gaming culture, a heady mix of electric guitars and electronic music, highlighting the collaboration with EA Sports and Microsoft. “LaLiga’s sound enhances the storytelling experience during broadcasts,” Jaime explains. “It serves as a soundtrack for all match moments, from introductions to fan entries, lineups, warm-ups, highlights, and statistics. We’ve tailored various musical adaptations to fit different contexts while staying true to Spain’s identity.”
The Sound of Success
“The sonic identity has completely reshaped LaLiga’s brand perception, especially among younger audiences,” says Jaime.
“It doesn’t just represent the energy and intensity of the game; it positions the league to compete head-to-head with the Premier League. The message is clear: ‘Look at us! We’re just as fast, intense, and thrilling as the Prem!” adds Anthony.“This transformation illustrates LaLiga’s potential to stand shoulder-to-shoulder with the Premier League and other top European leagues.”
What’s Next for LaLiga’s Sound?
With six tailored adaptations designed for match moments and an audio logo supporting significant campaigns like Against Racism, LaLiga’s sonic identity is a game-changer in sports branding. This journey is just beginning. “We’re planning to develop this sonic system further,” Jaime reveals. “Fans will soon engage with the music, allowing them to create their own versions. Stay tuned!”
