Orange Spain didn’t step into the premium sports market to play catch-up. It moved in with the intention of redefining its role in the digital ecosystem. In a crowded space where most providers compete on price, bandwidth and content offerings, Orange saw an edge in something less transactional: the experience.
Holding sublicensed rights to LaLiga and LaLiga 2 Hypermotion competitions in Spain, the company faced an unusual challenge. It had access to top-tier matches, but not complete production control, and faced common rights restrictions related to timing. For Orange, these limitations forced clarity. It meant they had to build something that differentiates them from other, more-traditional sports media rights holders.
Orange didn’t need to become a broadcaster to do what the others do. It needed to find a way to turn those LaLiga matches into digital assets, short-form video, real-time highlights, and tailored content experiences to support its broader customer goals.
Scaling Smarter, Not Harder
Orange built its approach around automation. With more than 80 matches available each season across the top two divisions of Spanish football, the content team couldn’t afford to rely on manual workflows. Instead, they integrated WSC Sports to help them clip, edit, and distribute game moments across dedicated new digital channels.
“We started off with the main goal of establishing a presence within the sports ecosystem,” said Daniel Lopez Nieto, Community & Social Media Manager at Orange Spain. “But we had to be realistic about what we could handle with the resources available. Automation was the only way we could match the ambition we had for our football offering.”
The WSC Sports system automatically detects and tags plays, applies branding, and prepares content in the format required by each desired platform. More than half of Orange’s football content now flows through automated pipelines. The team hasn’t grown, but the output has, along with the results.
The strategic play was first to secure premium content that people want to see, second, find a tech partner to help us customize it for our target audiences, and third, help distribute it.
Same Games, Different Content
Sublicensing means working with constraints. Orange doesn’t own the footage, so it can’t treat it like an in-house production. But with the right tools, it doesn’t have to. WSC Sports ingests the same broadcast feed, giving Orange the ability to create its own new content, content that feels timely, platform-native, and brand-aligned.
We’re not just rebroadcasting the same content as others. We’re creating experiences that reflect who we are and what our customers like and expect.
Turning Engagement Into Impact
Since launching its football initiative with WSC Sports, the impact has been clear.
These aren’t just nice numbers, they’re proof that content built for speed, quality, and platform fit drives measurable outcomes.
Video content created using the WSC Sports platform received 127 million views vs just 40 million views for other content posted on the same channels in the same time period.
Likewise, video completion rate for WSC Sports videos outperforms others. On TikTok, for example, 2.4% watched 100% of the video when it was created by WSC Sports, vs just 0.5% completion rate for other non-WSC Sports video.
“We are proud of the reach and engagement rate our football content receives. We know these two metrics are key to getting more awareness about our brand offerings and services.” Lopez Nito said.
“We’ve already noticed an increase in subscribers to OrangeTV from our football social media channels, so the next phase is to improve that flow, by creating even better content and experiences for our users,” Lopez Nito added.
The more relevant Orange’s content engine becomes, the more likely fans are to stay, explore, and return.
Market Reframing
Orange Spain is proving that telecommunications companies can do more than deliver connectivity. They can design content ecosystems that keep subscribers engaged, loyal, and spending.
The content is used as the hook. What we care about is what happens after they watch. Do they stay in the app? Do they explore more? Do they come back next week? That’s where we win.
By combining access, automation, and audience insight, Orange has created a model that feels modern and strategic. It’s not broadcasting. It’s not social media. It’s a new kind of experience, one that has helped shift perceptions of the Orange brand, and built for people who want football moments on the platforms they already visit everyday.
