Exploring Villarreal’s Global Strategy for Expansion beyond LaLiga Borders

Villarreal Club de Fútbol, the Spanish football team that won the UEFA Europa League in 2021, is not just successful on the pitch – it also has a strong connection with its community. During its centenary celebrations, almost 20,000 fans attended a legends game, highlighting the team’s historic players as well as its bond with supporters. Villarreal has been successful in engaging local fans in the town of just over 50,000 people, and has used digital channels to connect with a wider global audience. The team’s social audience grew by 52% in the past year, with North America a growing slice of the pie. While Villarreal’s infrastructure is not as big as some of the larger clubs, experts believe its focus on engaging fans in an authentic and genuine way is the key to building generational support. Villarreal is also committed to giving back to the community through financial support for local athletes and sporting initiatives.

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