LaLiga has signed a five-year agreement with Mahou San Miguel, with the Spanish brewing company becoming the league’s global beer partner. San Miguel has been with LaLiga for more than a decade but will now also enjoy international branding rights because of the new deal.
The partnership will help the brand leverage LaLiga’s international visibility and reinforce its partnership with 15 individual Spanish football clubs.
Commenting on the deal, Alberto Rodríguez-Toquero, Chief Executive of Mahou San Miguel, said:
“This agreement is much more than a sponsorship. It’s a reflection of our historic ties to football and of our company purpose: to create moments of unity and connection that improve people’s lives.
“Having LaLiga as our travelling companion will enable us to strengthen our ties to fans and to offer them content and unique experiences around football in Spain and outside of it.”
Javier Tebas, President of LaLiga, added:
“At LaLiga we understand that this partnership with Mahou San Miguel represents the natural evolution of the relationship we have been building for ten years.
“We are both leaders and inspiring brands, and we have common values. We are convinced that we are going to achieve new visibility in Spain and internationally with this partnership.”
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