Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of LaLiga, the top flight of men’s professional club football in Spain, as its official sponsors and partners for the 2026/27 season.
EA Sports FC27
EA Sports FC (formerly EA Sports FIFA) and LaLiga entered into a multi-year agreement in August 2022, which came into effect from the 2023/24 season. The deal is reportedly worth US$205 million over five years.
This deal has resulted in a complete rebrand of LaLiga, with EA Sports title sponsoring both LaLiga tiers as well as supporting its annual youth tournament (LaLiga Promises), esports offshoot (eLaLiga), and grassroots initiatives.
As part of the title-sponsorship agreement, LaLiga Primera División is known as “LALIGA EA SPORTS”, while the Segunda División is known as “LALIGA HYPERMOTION” — named after the proprietary “HyperMotion Technology” used in EA FC instalments since 2021.
Riyadh Season
Riyadh Season is an annual state-sponsored entertainment and cultural festival hosted in Riyadh, Saudi Arabia from October to March. The festival is represented by the General Entertainment Authority (GEA).
As part of the deal, the two parties will collaborate for promotional activities for both brands targeting football fans and visitors to Riyadh Season.
PUMA
Puma is a German sportswear and sports equipment company with headquarters in Herzogenaurach, Bavaria, known for its athletic and casual footwear, clothing, and accessories.
LaLiga confirmed a long-term partnership with Puma in April 2019. Puma reportedly paid €5 million to take over from its predecessor, Nike.
In November 2023, LaLiga announced the signing of a multi-year sponsorship licensing agreement with Puma, which would make the latter the league’s official ball partner as well as official technical partner from 2024/25.
Microsoft
American tech giant Microsoft and LaLiga have been working together since 2016 to sell services provided by LaLiga Tech to international sports groups. The MotoGP motorcycle racing series and Belgium’s Jupiler Pro League have both used LaLiga Tech’s anti-piracy capabilities to shut down illicit streaming operations.
In 2021, LaLiga announced expanding its partnership with Microsoft with a focus on digitally transforming the sports experience globally. As per the new agreement, the two parties work on developing technology solutions for the media and entertainment industry through their LaLiga Tech vertical.
Mondelez
In January 2025, global snacking giant Mondelez International announced a multi-year partnership with LaLiga. The deal, which runs through to the 2026/27 season, designates Mondelez as the official snack and confectionery partner of the league.
For LaLiga, this strategic alliance has brought famous Mondelez brands Oreo, Milka, Philadelphia, and Principe to the table. Fans are regaled with activations and integrations across LaLiga’s digital channels, social media, and even matches.
San Miguel
San Miguel is a Filipino pale lager produced by San Miguel Brewery.
Mahou San Miguel serves as LaLiga’s global beer partner. San Miguel has been with LaLiga for more than a decade and also enjoys international branding rights thanks to a five-year sponsorship agreement it signed with the league in August 2022.
Volkwagen
In August 2025, German automotive giant Volkswagen struck a multi-year deal to become a sponsor of the two LaLiga tiers. In addition, the automotive heavyweight became a global partner of Liga F, the Spanish top flight of women’s club football.
Volkswagen also serves as the official car partner of all three aforementioned competitions.
Duracell
Connecticut-headquartered battery brand Duracell signed a multi-year deal with LaLiga in May 2026.
As part of the deal, Duracell will be designated as the Official Partner of Added Time of LaLiga. The partnership will be active from the 2026/27 season onwards with Duracell brand logo visible on the fourth official boards and range of touchpoints.
BKT Tires
BKT’s partnership with LaLiga is now set to run until the end of the 2027/28 season, having first come on board in 2019 as a worldwide tyre sponsor. The relationship has evolved into a multifaceted alliance across broadcast, digital, and in-stadium platforms, with an emphasis on both the Spanish market and key international territories. To that end, since the start of the 2025/26 season, BKT has acted as LaLiga’s official tyre partner across Europe and Latin America.
Moeve
The deal makes Moeve the title sponsor of Liga F — which is thusly called “Liga F Moeve” — as well as a key partner across all major Spanish football competitions.
The agreement, set to run through the 2027/2028 season, marks a significant moment, with Moeve being the first company to hold sponsorship rights across Liga F, LALIGA EA SPORTS, LALIGA HYPERMOTION, LALIGA GENUINE (an inclusivity venture), and FC FUTURE (an U12 tournament).
Oshee Hydration
As part of the deal, Oshee will expand LaLiga’s presence across 43 European markets.
“As part of the partnership across the covered markets, OSHEE isotonic drinks will be introduced featuring dedicated labels inspired by the world of LALIGA. The labels will showcase images of some of the league’s most recognisable players, including Lamine Yamal, Kylian Mbappé, Jude Bellingham, Robert Lewandowski, Julián Álvarez, Nico Williams, Mikel Oyarzabal, Georges Mikautadze and Antony.”
LEGENDS
LEGENDS, the home of football is a global collaboration between UEFA, LaLiga and LEGENDS which features over 5000+ football items including match-worn shirts from World Cups, European championships and LaLiga. The museum containing 600 of those items is located in Madrid, Spain and opened its doors in June 2023.
LaLiga and UEFA are partners in the LEGENDS project since 2022 and will collaborate to continue the LEGENDS experience in other parts of the world. They also have international exhibitions in Mexico City and Riyadh.
Panini America
The deal is dubbed to be the largest partnership for LaLiga North America, reportedly generating around US$12 million in sponsorships for the league.
In November 2023, LaLiga North America announced the renewal of its partnership with Panini America, in which they celebrated together the fourth edition of the US gaming tournament on EA FC 24 presented by Panini. This programme featured more LaLiga stars and American athletes participating than before, as well as more prizes and Panini collectibles.
Avery Dennison
Avery Dennison is an American materials science and digital identification solutions company that provides branding and information labelling solutions, including pressure-sensitive materials, radio-frequency identification (RFID) inlays and tags, and a variety of converted products and solutions.
As part of LaLiga’s focus on fan engagement, the sleeve badges are embedded with smart technology that fans can leverage by using their phones to scan the official embellishments on their jersey for a unique LaLiga experience.
Sorare
Sorare was founded in 2018 as a fantasy video game, which now also combines NFT (non-fungible token) collectables with fantasy sports. The company announced a partnership with LaLiga in September 2021 to launch NFTs for all of its players, creating new revenue streams for the league’s teams via a new category of licences and marking its first steps into the NFT space.
Fanatics
Fanatics is an American manufacturer and retailer of licensed sportswear, sports collectibles, NFTs, trading cards, and sports merchandise.
In June 2023, LaLiga launched its first-ever official online shop with Fanatics as part of a wide-ranging omni-channel retail and manufacturing partnership. As part of the deal, fans are offered a wide selection of licensed shirts, training gear, and accessories from LaLiga and many of its teams.
In addition, Fanatics serves as a master licensee for official LaLiga consumer products, leveraging its global infrastructure and in-house manufacturing capabilities to create and distribute a range of premium, fashion-forward clothing ranges.
Remitly
In August 2025, Remitly, a Seattle-based online remittance service company founded in 2011, announced a multi-year partnership with LaLiga across the US and Canada that would kick off at the start of the 2025/26 season.
As per the deal, Remitly serves as the title sponsor of pickup football events held in the two countries as part of “El Partidazo” — a fan-focused event series organised by the league since 2023.
Lowe’s
In August 2025, LaLiga and Lowe’s announced that, beginning with the 2025/26 season, the latter would become the Title Sponsor of El Partidazo. The fan-focused event is thus officially called “El Partidazo presented by Lowe’s”.
The multi-year agreement entails Lowe’s enjoying a significant physical and digital presence at each El Partidazo event, including geo-targeted LED boards on ESPN broadcasts, meet-and-greets with LaLiga legends, custom content, and benefits for MyLowe’s Pro Rewards members, including money-can’t-buy experiences and hospitality in Spain for LaLiga matches. Lowe’s also carries out localised in-store activations, summer DIY football challenges, and family-focused fan moments.
Uber Eats
Food delivery platform Uber Eats announced a multi-year partnership with LaLiga in July 2024.
As part of the deal, the food delivery platform enjoys a presence through the league’s digital platforms and stadium signage, while also acting as LaLiga’s “Giveaway of the Matchday” award for the best assist. The deal between Uber Eats and LaLiga is currently set to run until the end of the 2026/27 season.
Luckia Entertainment
The agreement includes the rights to LALIGA EA SPORTS and LALIGA HYPERMOTION for the two countries, with different initiatives to be carried out aimed at publicising and promoting the two tiers. These include live events with league ambassadors, personalised official merchandise, and tickets via official online and physical distribution channels.
In August 2025, the two parties agreed to renew their association until the end of the 2027/28 season. As per the renewed agreement, Luckia is to feature across more digital assets of LaLiga.
Haier
The Chinese multinational consumer electronics brand joined hands with LaLiga to become one of its official licensees ahead of the 2023/24 season.
In September 2025, LaLiga and Haier renewed their alliance for a third consecutive year to cover the 2025/26 season.
Formula E has signed a new multi-year partnership with Disney Entertainment and ESPN which will…
?URA, the makers of the smart ring Oura Ring, have announced a new long-term partnership…
Reigning Formula One champion Lando Norris has been revealed as the Brand Ambassador of enterprise…
English football club Birmingham City has announced a new partnership agreement with global appliance brand…
The Fenway Sports Group (FSG), has announced that they have agreed to the sale of…
Well, let me just get this out of the way. Ange Postecoglou being appointed as…