LaLiga extends with beer partner

LaLiga, which operates the top two divisions of Spanish football, has renewed its partnership with beer brand Mahou Cinco Estrellas.

The new three-year deal will cover the 2017-18 to 2019-20 seasons.

Under the agreement, Mahou Cinco Estrellas will continue to support LaLiga through its ‘LaLiga es muy de todos, LaLiga es muy de Mahou’ campaign.

Mahou Cinco Estrellas’ consumers will also be given the chance to win trips to leading stadia, such as Wembley in London.

Adolfo Bara, LaLiga’s managing director of sales, marketing and sponsorship, said: “This relationship not only supports the national market, where there will be a strong point of sale activation by both parties, but also helps us to continue our international expansion in areas where both brands share markets of interest.”

Mahou Cinco Estrellas has sponsored LaLiga since 2006 and also partners with 11 top-tier clubs. It will continue as a second-tier partner of the organisation alongside Nike, Tag Heuer, EA Sports and Samsung.