Spain
Features
Budweiser finds ‘missing piece’ of sponsorship puzzle in LaLiga, Premier League deals
AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League
Santander’s LaLiga extension aligns title deal with Champions League cycle
Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.
RFEF renews major partnership with Seat, finds Seur, extends with Pelayo, Sanitas
Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue.
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Klinc by Zurich taps into NBA Spain’s millennial fanbase
The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned
Telefónica renews Team Movistar UCI World Tour deal
Spanish telco Telefónica has renewed its title sponsorship of the Team Movistar UCI World Tour outfit from 2019 to 2021.
Telefónica will pay between €12m ($13.5m)
Real Sociedad reveal new stadium name, shirt sponsorship imminent
La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal.
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Socios.com adds Atlético Madrid to fan token portfolio
LaLiga club Atlético Madrid has signed a partnership deal with Socios.com, the blockchain-based fan engagement and rewards platform.
As the club's ‘Official Fan Token partner’, Socios.com
Real Madrid signs Palladium as basketball club jersey sponsor
Spanish Liga ACB basketball club Real Madrid has signed Palladium Hotel Group as its new main sponsor
Cofidis extends commitment to La Vuelta
French financial services company Cofidis has agreed a three-year extension to its partnership with ‘Grand Tour’ cycling event the Vuelta a España.
Barça keeps talking to hit €25m per year Naming Rights target
Spanish club FC Barcelona is unlikely to budge from its €25m-per-year ($28.4
Santander gets another year to review LaLiga options
Santander’s one-season title sponsorship extension with LaLiga for 2019-20 was priced at the same rate as the original deal, SportBusiness Sponsorship has learned.
European Football Sponsorship Report 2018-19: Overview
SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals
European Football Sponsorship Report 2018-19: LaLiga
With 28 deals, LaLiga has the most central sponsorship deals out of any of the top five leagues
Low Nike payments explain Puma’s City takeover
Puma’s deal to become Manchester City’s main kit supplier – taking over from Nike – at the start of next season is worth roughly five times the current deal, SportBusiness Sponsorship understands.
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Falken ups investment in club partnerships and media buys
Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…
Sevilla’s top tier drives sponsorship revenue at Spanish challenger club
LaLiga club Sevilla will earn at least €7.25m ($8.3m) from its shirt inventory this season, thanks to two new top-tier sponsors.
Stanley Black and Decker broadens appeal with FC Barcelona Women
PROJECT DETAILS
Sponsorship title: Stanley Black & Decker, Official Partner of FC Barcelona Women
Duration of sponsorship: March 2018 – Ongoing
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Social media key to Betfair and FC Barcelona partnership
PROJECT DETAILS
Sponsorship title: Betfair Official Partner of FC Barcelona
Duration of sponsorship: July 2016 – July 2019
Entered by: CAA Sports Consulting
Sponsor’s industry sector: Betting
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Unibet deal kicks off PSG’s regional betting strategy
French Ligue 1 champions Paris Saint-Germain are thought to be making around €1.5m ($1.7
Estrella Damm buys into Barça’s Global Partner programme
Catalan beer brand Estrella Damm has almost doubled its fee for the Official Beer rights of LaLiga club Barcelona, as it upgrades to the club’s new Global Partner level from 2018-19 to 2021-22.
Beko deal adds to Barcelona’s commercial momentum
Spanish LaLiga club Barcelona has extended its sponsorship agreement with Turkish home appliances brand Beko for three seasons, from 2018-19 to 2020-21.
Telefónica-Real Madrid deal leads ‘experiential’ strategy
Multinational telecommunications company Telefónica this month signed a 17-month agreement to become a Global Sponsor of Spanish LaLiga club Real Madrid as part of a strategy shift towards properties that offer experiences for its customers and to promote and supplement its Spanish LaLiga media rights contract.
Bwin returns to Spanish football with four club deals
European online betting brand Bwin has retruned to the Spanish sponsorship market as Official Betting Partner to four LaLiga clubs: Atlético Madrid, Sevilla, Valencia and Villarreal. All four deals run from March 2017 to the end of the 2017-18 season.
Iberdrola: Helping women and society in the Spanish market
Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.
Betfair overcomes revenue plateau, signs with top clubs
Online betting company Betfair has reprised an Official Partner deal with Spanish LaLiga club Barcelona, after a five-year gap.
Barcelona eyes Qatar Airways renewal after on-off talks
Spanish La Liga Champions Barcelona are still in talks to renew their main sponsorship deal with Qatar Airways, despite widespread media reports in January that the talks had collapsed.
CSM wins LaLiga contract to sell global deals
CSM Sport & Entertainment, the sports marketing agency owned by Chime Communications, beat off strong competition from rival agencies IMG and the WPP-owned ESP Properties to become exclusive global agent…
Valencia adds new partners, holds out for shirt deal
Spanish LaLiga club Valencia completed its line-up of premium partners for the 2015-16 season this month, adding online betting company Codere Apuestas, but remains without a main shirt sponsor after holding out for what it considers to be market value.