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LaLiga signs Nigerian partner

LaLiga, which operates the top two divisions of Spanish football, has agreed a sponsorship deal with beverages company AJEast Nigeria.

The deal names AJEast as a regional partner of LaLiga in its home country. The length of the agreement was not disclosed.

Nigerian newspaper Vanguard reported that AJEast, which owns the Big Cola brand, would offer customers access to exclusive LaLiga content as part of the deal. AJEast will also be given rights to LaLiga IP and marketing rights, along with ticket and hospitality packages, merchandising rights and digital and social media exposure.

Public viewing events will be held for this weekend’s El Clásico match between Barcelona and Real Madrid, while trophy tours will also be organised.

Gregory Bolle, LaLiga’s head of global partnership sales, said: “LaLiga loves Africa and Nigeria is a strategic country for us, because of its fans and numerous football talents such as Francis Uzoho (Deportivo de la Coruna) and Oghenekaro Etebo (UD Las Palmas).

“LaLiga is proud to kick off this partnership with a leading beverage brand such as Big Cola. This partnership will allow our millions of Nigerian LaLiga fans to further engage with the best league in the world. Through this innovative collaboration with Big Cola, we will prove once again that we are committed to becoming closer than ever to our fantastic Nigerian fans.”