HomeNewsNewsFinancial Services - BankingFootballSpain

LaLiga 1|2|3 rebrands as LaLiga SmartBank

Spain’s LaLiga and title sponsor Santander have announced new plans to rebrand the country’s second division.

Formerly known as LaLiga 1l2l3, the Spanish second tier will be renamed as LaLiga SmartBank on August 17 – the opening day of the 2019-20 season.

The rebrand is designed to give greater exposure to Santander sub-brand SmartBank, a new range of products and services aimed at 18-to-31-year-olds in work, employment or entrepreneurship.

Felipe Martin, head of sponsorships, events and social media at Santander, Spain, said: “This new name reflects our bank’s commitment to our youngest customers, who through SmartBank can benefit from products and services which help them to achieve key objectives such as buying their first home and finding their first job, in addition to boosting their training opportunities thanks to the bank’s relationship with universities.

Read this: Budweiser finds ‘missing piece’ of sponsorship puzzle in LaLiga, Premier League deals

“These are all fundamentally important objectives for personal progress, which reflects those which the teams competing in LaLiga SmartBank take on each season in their bid to achieve promotion to LaLiga Santander.”

Santander has been LaLiga’s title sponsor for three seasons. It is a also a sponsor of the Uefa Champions League and the Conmebol Copa Libertadores in South America.

This year, Santander renewed its title deal with LaLiga for one more year, taking the partnership to the end of the 2020-21 season.

The Spanish first division will continue to be known as LaLiga Santander.

Read this: Santander’s LaLiga extension aligns title deal with Champions League cycle

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France