HomeNewsNewsPersonal CareFootballSpain

Unilever inks new global partnership with LaLiga, activates via Clear Men and Rexona

Spain’s LaLiga has signed a new global deal with Unilever as an Official Personal Care Partner.

Under the three-year deal, Unilever will have the rights to use the LaLiga logo across its Clear Men and Rexona brands – known as Sure in the UK and Ireland, and Degree in South and Central America.

Unilever will also have rights to weekly LaLiga social media content and immersive matchday experiences with LaLiga ambassadors.

Unilever can also use the LaLiga brand in its grassroots programs for young players.

Founded in 1929, UK-based Unilever is one of the world’s oldest multinationals, and its products are sold in almost 200 countries worldwide.

For more on LaLiga’s global sponsorship offensive in China and Southeast Asia, read our analysis here.

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.