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LaLiga has signed a five-year deal with Mahou San Miguel, a Spanish brewing company, as a global sponsor of the top two domestic soccer leagues.
Through the partnership, Mahou San Miguel will seek to leverage LaLiga’s international visibility and bolster the company’s separate partnership with 15 individual Spanish soccer clubs. The league-wide deal covers several brands, including Mahou, San Miguel, Alhambra and Founders.
The Mahou San Miguel has been a partner of LaLiga for more than a decade, but the latest agreement expands the contract to cover international rights.
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“This agreement is much more than a sponsorship. It’s a reflection of our historic ties to football and our company purpose: to create moments of unity and connection that improve people’s lives,” said Alberto Rodríguez-Toquero, chief executive of Mahou San Miguel.
“Having LaLiga as our travelling companion will enable us to strengthen our ties to fans and to offer them content and unique experiences around football in Spain and outside of it.”
Javier Tebas, president of LaLiga, added: “At LaLiga we understand that this partnership with Mahou San Miguel represents the natural evolution of the relationship we have been building for ten years.
“We are both leaders and inspiring brands, and we have common values. We are convinced that we are going to achieve new visibility in Spain and internationally with this partnership”.
Mahou San Miguel joins the second-tier of LaLiga’s portfolio, behind title sponsor Santander.
Fellow beer brand Budweiser is currently present in this tier, but its sponsorship is set to expire on June 30.
Other ‘Global Partners’ of LaLiga include Puma, EA Sports, Livescore, BKT, Sorare, TVM, Socios.com and Dapper Labs.