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LaLiga extends title partnership with Santander

Spain’s LaLiga has extended its title sponsorship with Spanish bank Santander.

Under the new deal, Santander will continue to title sponsor the league until the end of the 2020-21 season.

It will be the fifth season that Santander has titled sponsored LaLiga, after first partnering with the Spanish top flight in 2016-17.

The original partnership was a three-season deal with an option to extend through 2019-20.

Read this: Santander gets another year to review LaLiga options

Javier Tebas, president of LaLiga, said: “When we joined forces with the world’s best and most innovative bank, we knew that it would really help us with our internationalisation efforts.

“During these first three seasons, we have seen how the link-up between LaLiga and Santander has been such a natural fit that we have been able to share our experiences, both sporting and in terms of sponsorship, to create two of the greatest brands in the world.”

As previously, the latest deal will cover LaLiga Santander, LaLiga 1I2I3, LaLiga Genuine Santander, LaLiga Promises Santander and LaLiga ProPlayer.

LaLiga ProPlayer is a new initiative that helps Spanish youngsters to study and play football at US universities.

Santander has sponsored football competitions in South America for 12 years, including the 2019 Conmebol Libertadores. It has been a sponsor of the Uefa Champions League since 2018.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.