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Real Sociedad scores major naming rights deal with Reale Seguros

LaLiga club Real Sociedad has signed a major naming rights deal with Italian insurance brand Reale Seguros.

Under the six-year deal, Reale Sociedad’s 40,000-seat venue, the Anoeta Stadium, will be renamed as the ‘Stadium Reale Seguros’.

When the deal goes live this season, Reale Seguros will become the first insurance brand in Spain to acquire the naming rights to a football stadium.

Ignacio Mariscal, chief executive of Reale Seguros, said: “It truly is an honour for us to link our brand with such an important stadium as this. It reflects our commitment to the Basque Country and the province of Guipúzcoa, a priority zone for us.”

Reale Seguros was already a longstanding partner of Real Sociedad before the naming rights deal, having signed its first sponsorship with the club in 2012.

The brand deepened its relationship with Real Sociedad ahead of the 2018-19 season, when it signed a multi-year deal as the club’s sleeve partner.

Jokin Aperribay, president of Real Sociedad, said: “Selling the naming rights of the stadium was a challenge for Real, and we have overcome it thanks to Reale Seguros.

“Our seven-year partnership is a guarantee since we are linking the stadium to a reliable company which shares many of Real’s values and principles.”

As the stadium’s naming rights partner, Reale Seguros will have its own lounge within the venue, with customised ticketing and hospitality rights.

The Reale Seguros Stadium is currently undergoing remodelling work that will expand its capacity from 32,000 to over 40,000.

Its capacity currently restricted to around 26,800 while renovations are ongoing, but when finished, the stadium will have a capacity of 42,300 seats.

Real Socieded aims to complete the redevelopment project within the next few months, after which it claims the stadium – which will also be used for concerts, exhibitions and non-sporting events – will be one of the most modern in Europe.

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