LaLiga

Small but mighty Villarreal pull back the curtain on their digital and community strategy that has built the LaLiga club's global footprint.

"The director is Argentinian, who was in love with Juan Román Riquelme, and when he chose Villarreal, we created a great relationship and now it's a great success." From Chicago to Las Vegas, and Virginia to Nebraska, the academies in the U.S. While our goal was not necessarily to monetize this new audience, we felt it was important for the long-term growth of our club brand and to connect with our fans in the English-speaking world. This is Villarreal, a town smaller than Old Trafford's capacity, but what Villarreal CF lack in population, they make up in return, and this return goes directly back to the people. Aside from the well-structured academy, the club also financially helps local athletes who have nothing to do with the club, including Olympians. But the most important factor is that for Villarreal's digital strategy -- just like their philosophy with academy and local talent -- the size of an audience is not as important as their ability to engage and connect. "We are the biggest sponsor in our province." launched the campaign to make Villarreal a more meaningful and digitally impactful club. Gardner believes that regardless of the size of the club, more should emulate Villarreal's strategy as it's the proverbial door that opens to the growth and discovery of younger and more diverse audiences. "This has to be done in an authentic and genuine way that both engages fans internationally but also does not alienate local fans who have supported the club for generations," Gardner tells ESPN. "I see Villarreal as a family," says Senna, who played for the club for more than 10 years and became captain. At this point, Villarreal is one of the most followed clubs from LaLiga on social media, where the diversity in audience expands beyond the town, Spain and even Europe.