Roger Hampel
Photo Credit: Villarreal CF
Villarreal CF has officially launched V Play, a new corporate brand dedicated to audiovisual content, marking a strategic shift in the club’s digital and media approach. The initiative replaces Villarreal TV, which has been the club’s primary digital content platform for years, and introduces new live programming on Twitch and YouTube to engage fans with exclusive behind-the-scenes content, interviews, and live discussions.
Expanding Villarreal’s Digital Presence Villarreal CF V Play
With V Play, Villarreal CF aims to strengthen its direct connection with fans through live broadcasts, interactive content, and multimedia storytelling. The project includes:
Live Twitch and YouTube broadcasts, featuring talk shows, interviews, and match analysis.
A dedicated V Play section on the official website, housing curated audiovisual content produced by the club’s media team.
A refreshed visual identity, aligning with modern digital consumption habits and social media engagement trends.
Why This Move Matters for Villarreal’s Brand Strategy
The launch of V Play reflects a growing trend among football clubs investing in digital-first content strategies. As clubs move beyond traditional broadcasting models, platforms like Twitch and YouTube provide direct-to-fan engagement, allowing clubs to control their media distribution, fan interactions, and commercial activations.
Villarreal CF’s decision to integrate Twitch into its content strategy follows a broader industry shift, where teams like Real Madrid, PSG, and Manchester City have also expanded their livestreaming capabilities to engage younger audiences.
A New Identity for Villarreal’s Digital Media
The introduction of V Play comes with a new visual identity, designed to fit modern digital formats and interactive content experiences. The Villarreal crest has been adapted to emphasize the ‘V’ as a play button, symbolizing the club’s commitment to innovative media formats and direct fan engagement.
The first V Play live broadcast premiered on Tuesday, March 18, at 1 PM CET, featuring young footballer Pau Navarro as the first guest. The show took place in the newly designed club studios at the Villarreal CF training ground, showcasing the club’s investment in content production and live streaming infrastructure.
Villarreal CF’s shift toward Twitch, YouTube, and in-house content production is part of a larger industry trend, where clubs are increasingly positioning themselves as media brands, rather than just sports teams. With advertising, sponsorship, and fan engagement opportunities growing in the digital space, Villarreal’s investment in V Play signals a forward-thinking approach to modern football media consumption.
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