LaLiga, the organising body of club football in Spain, has entered into a partnership with South African soft drinks and sports beverages manufacturer Kingsley.
The deal, the length of which was not disclosed, names Kingsley as LaLiga’s regional sports drink partner in South Africa.
The agreement marks the first local partnership signed by LaLiga’s South African office, which opened in Johannesburg last year.
“This link-up comes about as the result of a strategic plan which seeks to internationalise our brand,” LaLiga president Javier Tebas said. “One year ago we opened LaLiga’s first offices in Africa and today we can see how our efforts are bearing fruit.”
Roger Diniz, a company director at Kingsley, said he hopes the agreement will mark the “beginning of a long-lasting relationship” between the two parties.