Telco MTN Côte d'Ivoire has entered into a regional sponsorship agreement with LaLiga, which operates the top two divisions of Spanish football.
The length of the agreement, which will provide MTN Côte d'Ivoire customers with exclusive LaLiga content, was not disclosed. MTN Côte d'Ivoire is a subsidiary of the wider MTN group.
MTN Côte d'Ivoire will hold the right to commercialise exclusive content of the 20 top-tier clubs. The company will also give customers the chance to attend El Clásico, between Barcelona and Real Madrid.
The partnership is the first of its kind for a telco in West Africa.
LaLiga’s director of international partnerships, Grégory Bolle, said: “The choice to partner with a leading brand such as the MTN group, including MTN Côte d'Ivoire, is not insignificant since it is part of LaLiga's overall strategy to constantly improve its relationship with its many Ivorian fans by innovating both in terms of digital content and sponsorship activation.”
In December, LaLiga agreed a similar regional partnership with Iranian telco Irancell, which is also part of the MTN group. The length of the agreement was not disclosed.