After announcing that YouTube will stream the entire 2015/2016 Copa del Rey tournament except for the final, Spain’s premier football competition La Liga has signalled its intention to move toward digital expansion after sealing a deal with UK-based video giant Grabyo.

The competition boasts two of the most popular football teams in the world in FC Barcelona and Real Madrid. And their popularity is set to enjoy a significant increase as is the popularity of the competition itself with the new multi-year deal set to ramp up the video offerings for the hundreds of millions of La Liga fans around the world.

The La Liga is also home to Cristiano Ronaldo and Lionel Messi, two of the biggest social sports stars in the world and represent a huge portion of the popularity of the La Liga so the demand for content from the players and the competition around the world is already high. And with this new partnership, the demand will only increase.

However, while both are yet contractually tied to Grabyo (watch this space), the partnership between them and La Liga will see the competition’s digital channels become the primary hub for fans seeking digital content. It will also use Grabyo’s technology to produce distribute real-time video content, including replays and behind-the-scenes footage, in mobile-friendly formats on Facebook and Twitter.

The Managing Director for Innovation and Global Development at La Liga Ignacio Martinez Trujillo said that the league tested a number of video software systems but Grabyo was easily the best as their focus on real-time engagement and ability to rapidly create, edit, optimize discovery and share on a number of different platforms in real time set them apart. He also said that true to the new age we live in, fans wanted content beyond the football field.

“This strategic deal with Grabyo will dramatically enhance the experience we offer fans on digital platforms and use the clubs and players as distribution channels,” he said.

“Ninety minutes of football just isn’t enough for fans anymore. Yes they want real-time highlights but they also want interviews, special features and a whole range of footage around match day.”

Since its launch in 2013, Grabyo has experienced a meteoric rise by working with some of the biggest sports brands in the world including Wimbledon, the Champions League, the Football World Cup, the Ryder Cup and the NHL in North America.

With Grabyo’s latest formats geared more toward social media platforms like Instagram and Snapchat as well as the ability to optimize video discovery and engagement on Twitter and Facebook , it seems as if the company’s stocks are only going to rise.

As part of the deal, Grabyo will work with the league to evaluate social video opportunities on additional fast-growing platforms such as Snapchat, Instagram, Sina Weibo and Line.