LAFC Accelerates Its Digital Fan Engagement With Live Social Video During Pandemic

Using Grabyo Producer, the MLS club upped its live digital video game

While Los Angeles Football Club’s (LAFC) run in the MLS is Back Tournament didn’t stretch as deep as they would have liked, the club proved to be winners in digital fan engagement as the sport of soccer returned in the midst of a pandemic.

LAFC produced live pre- and post-match shows during the club’s run in the MLS is Back Tournament. One of the many destinations where fans could watch that content was in the LAFC mobile app.

Throughout the team’s appearance in the tournament, which was held in a closed environment with no fans at the ESPN Wide World of Sports Complex at Walt Disney World, LAFC kept entertaining its fans with live pre and post match video shows that aired on the club’s website, mobile app, and various social channels. These live shows included player interviews, behind the scenes content, and loads of interactive segments.

To pull it off, the club is utilizing the cloud video platform Grabyo. Through Grabyo Producer – the technology company’s live streaming platform – to produce and deliver live broadcasts to social media, OTT and mobile platforms. LAFC is producing and delivering live and real-time video content to engage its fans across all of its digital channels.

“At a time where we need to be more connected than ever,” LAFC’s Chief Technology Officer Christian Lau said, “Grabyo has helped the Club seamlessly transition from our home at Banc of California Stadium to the digital space that is now our reality.”

LAFC has also been able to spread its reach by delivering pregame shows to YouTube TV and even create VIP-exclusive experienced like pregame tailgate shows produced just for the club’s members. Most important, the crew was able to produce and deliver these live video experiences from the safety of their own homes.

“We’re delighted to be working with LAFC to bring its fans closer to the club at this time of social distancing,” said Mike Kelley, President of Americas for Grabyo. “The club’s video strategy is executed with the fans at the centre of everything, and this type of fan engagement is where the game is going. Fans are realizing the true value of live social video and appreciate a raw, unfiltered look into the team they follow. This appetite for more access won’t be going away anytime soon.”

The MLS is Back Tourament was just the most prominent activation in the past few months for LAFC. The club’s media team has stayed active by producing and delivering esports content through LAFC Gaming. The club’s resident player, RemiMartinn, broadcasts live to Twitch using Grabyo’s direct integration with the platform.

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