This article contains information regarding the organisations enjoying a strong branding presence across LaLiga’s physical and digital assets as its sponsors and partners for the 2023/24 season.
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EA Sports FC (previously known as EA Sports FIFA) and LaLiga entered into a multi-year agreement in August 2022, which comes into effect from the 2023/24 season. The deal is reportedly worth US$205 million over five years.
With this deal, LaLiga is set for a complete rebrand, with EA Sports FC set to become the title sponsor of all LaLiga competitions. This new partnership covers the first and second divisions of LaLiga, LaLiga Promises (the league’s annual youth tournament) and eLaLiga.
The rebrand of LaLiga also includes all logos, graphics, fonts and other visual elements, while also delivering new in-game integration, broadcast highlights and joint commitments to support grassroots initiatives.
Puma is a German sportswear company with headquarters in Herzogenaurach, Bavaria. It produces 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 June 2023, LaLiga announced the signing of a new multi-year sponsorship licence agreement with Puma, with the latter becoming the league’s official ball partner as well as the official technical partner from the 2023/24 season onwards.
In November 2023, LaLiga announced a long-term partnership extension agreement with Puma.
American global technology business Microsoft was established in 1975. In order to have an impact on societal digital transformation processes, Microsoft created the Global Sports Innovation Center under Microsoft Sports.
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 in the past to shut down illicit streaming operations.
In 2021, LaLiga announced that it was expanding its partnership with Microsoft with a focus on digitally transforming the sports experience globally. With the new collaboration, the two parties aim to work on developing technology solutions to the media and entertainment industry through LaLiga Tech.
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, having signed a five-year sponsorship agreement with the league in August 2022.
In August 2023, LaLiga signed a global partnership deal with Visit Saudi. As per the deal, Visit Saudi is to serve as the league’s Official Travel Destination partner.
According to Spanish outlet 2PlayBook, the deal is worth more than €20 million annually. With this collaboration, LaLiga and Visit Saudi aim to further strengthen their connection and inspire the next generation of Saudi footballers.
The partnership entails a wide range of activities, including a high-profile launch event, followed by many other activities set to be held in Saudi Arabia, with the aim of bringing LaLiga closer to the country.
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BKT is an Indian off-highway tyre manufacturer focusing on agricultural, construction and industrial machinery as well as earthmoving, port and mining, ATV and gardening vehicles. Headquartered in Mumbai, the company has subsidiaries in Italy, Canada and the US.
BKT first partnered with LaLiga as a global sponsor in 2019. It then renewed its global sponsorship with LaLiga in May 2022 for a new three-year term that is currently set to run until the end of the 2024/25 season.
Sorare was founded in 2018 as a fantasy video game, which now also combines NFT collectables with fantasy sports. The company’s hyper-growth has seen it partnering with various sports organisations and athletes, including the German Bundesliga, Major League Baseball and, most recently, French football star Kylian Mbappé.
Sorare announced a partnership with LaLiga in September 2021 to launch NFTs for all its players, creating new revenue streams for LaLiga clubs via a new category of licenses. The partnership with LaLiga is a significant development as the league moves into the NFT space for the first time, highlighting the global interest in the fast-growing NFT card space that has sold more than US$130 million in cards this year.
Gol-Ball signed with LaLiga in an attempt to bring fans closer to the game post the 2022 FIFA World Cup. The company has patented something that has not happened in any other league across the globe: Gol-Ball tracks the ball with which the goals were scored among the many balls used during a football match.
Since its resumption post the 2022 World Cup, in association with Gol-Ball, LaLiga has been making official match balls available to the fans.
The American division of the Modena-based Italian publishing company signed with LaLiga in March 2023 in a rather unique deal, becoming the presenting partner of the eLaLiga US Challenge.
The deal is dubbed to be the largest partnership for LaLiga North America, reportedly generating around US$12 million in sponsorships for the league.
Dapper Labs is a Vancouver-based blockchain company known for projects such as Cryptokitties, NBA Top Shot and Cheeze Wizards. The company’s platform is known as Flow.
In September 2021, Dapper announced a multi-year partnership with LaLiga to become one of its official partners. In collaboration with LaLiga, Dapper unveiled “LaLiga Golazos” — digital collectables capturing epic moments of league action.
Fanatics is an American manufacturer and online retailer of licensed sportswear, sports collectibles, NFTs, trading cards and sports merchandise, as well as sports betting and iGaming.
In June 2023, LaLiga launched its first-ever official online shop with Fanatics as part of a wide-ranging omnichannel retail and manufacturing partnership. As part of the deal, fans are able to find a wide selection of officially licensed shirts, training gear and accessories from LaLiga, as well as from many of the league’s leading teams. The offer is to be expanded over time to include all the clubs from the two LaLiga divisions, marking the largest assortment of LaLiga fan merchandise ever assembled.
In addition, Fanatics is also a master licensee for LaLiga consumer products, leveraging its global infrastructure and in-house manufacturing capabilities to create and distribute a range of premium, fashion-forward clothing ranges for the store’s launch.
Avery Dennison Corporation 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.
In June 2023, LaLiga announced Avery Dennison as its official strategic partner to exclusively supply the official sleeve badges, along with names and numbers with LaLiga’s logo for both on-pitch and retail.
As part of the league’s focus on fan engagement, the sleeve badges provided by Avery Dennison are embedded with smart technology: fans can use their phones to scan the official embellishments on their jersey to reveal a unique LaLiga experience.
Dream11, an Indian online fantasy sports platform, became the official gaming partner of LaLiga in December 2019. The five-year partnership is currently set to run until the end of the 2023/24 season.
The deal represents LaLiga’s first regional sponsor in India, with Dream11 serving as its official fantasy game.
Hero Vired, an Indian edtech company for professionals and higher education aspirants, announced in October 2021 its appointment as the official Knowledge Partner for LaLiga In India.
According to the two-year agreement, Hero Vired is to act as the exclusive Knowledge Partner for all LaLiga events in India over the period, including the inaugural Amateur eLaLiga challenge.
Watch: An interaction with Aakriti Vohra, LaLiga Global Network Delegate – India
Mansion88 is an internationally-recognised leading online gaming entertainment platform in Asia. Since 2020, it has been working together with LaLiga as its official regional betting partner in Asia.
A number of initiatives have been implemented over the years as part of this collaboration, including LaLiga Ambassadors, LaLiga Experience, Watch Party and LaLiga Room.
In August 2023, LaLiga and Mansion88 announced that the partnership would be heading into its fourth year after agreeing on a one-year contract extension deal.
In April 2024, LaLiga announced a multi-year partnership agreement with trading broker Exness, roping it in as its regional partner in Latin America.
Under the terms of the agreement, which spans two seasons (2023/24 and 2024/25), Exness will leverage LaLiga’s reach to activate throughout Latin America, expanding its own reach among the region’s football enthusiasts.
Furthermore, LaLiga teams and the league’s current and former players will also work with Exness to engage with fans in some of the most competitive football markets in the world.
Korean blockchain company TVM announced the signing of a multi-year partnership deal with LaLiga in February 2024.
According to numerous media outlets, the two parties signed a two-and-a-half year deal, which can be further extended.
As part of the deal, TVM is to develop a metaverse of sport called “Triverse”, which will be an exclusive AR ecosystem. Triverse will also increase fan interaction and engagement for the sport as well as generate relevant content.
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