LaLiga signs new partnership with Duracell

The LaLiga has announced a new three-year partnership with battery manufacturer, Duracell, who will become the Official Partner of the Added Time of the league. The partnership will see in-stadia activations through the 4th official boards and a range of touchpoints. The partnership will be launched from the upcoming Real Madrid vs Barcelona game before launching globally from August 2026 which will include activations spanning broadcast, digital, social and in-stadium experiences.

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.”