LaLiga announces partnership with Duracell

LaLiga, Spain’s topmost football division, has announced a three-year partnership with battery manufacturer Duracell, bringing it on board as its Official Partner of Added Time.

The partnership will entail in-stadia activations through the fourth officials’ boards and a range of touchpoints. The partnership will be launched with the upcoming El Clásico before going global in August later this year with LaLiga’s 2026/27 edition. Activations spanning broadcast, digital, social, and in-stadium experiences will be part of the multi-year agreement.

Jorge De Le Vega Fernández, Business General Manager, LALIGA, commented:

“LALIGA is home to some of the most dramatic moments in world football, many of which happen in added time. Partnering with Duracell allows us to celebrate these moments in a fresh and compelling way, connecting with fans through the emotion and unpredictability that defines our league.”

Javier Hernandez Reta, Global Chief Marketing Officer, Duracell, said:

“Duracell stands for power, effort, and endurance – the qualities that carry you when everything is on the line. Football doesn’t stop at regular time, and neither do we. Added time is where hearts race, where heroes rise, and where the game comes alive. That’s when power matters most.”

Gülhande Sanay, President Europe & Africa, Duracell, said:

“We are connecting our core “lasting power” equity to the drama and emotion of football. LALIGA gives us a year-round cultural stage across our priority markets worldwide and a platform to reach passionate consumers around the globe.”

Luís Figo stated:

“When you’re on the pitch or in the stadium and the Added Time board goes up, something changes. The intensity rises, the crowd is louder, and every touch carries more weight. I’ve seen so many decisive LALIGA moments happen after the clock reaches 90 minutes. The goals, the saves, the decisions that decide LALIGA matches and titles.  Those aren’t lucky moments. They’re the product of players who keep going when others stop. That’s why this partnership makes sense to me, Duracell stands for exactly the same thing: lasting longer, and the power to be unstoppable when everything is on the line.”