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Vivo Signs Strategic Sponsorship with LaLiga in Move into Spanish Market

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Spanish football’s LaLiga has signed up Chinese smartphone brand Vivo to its sponsorship portfolio in a swift move to break into the Spanish market.

The deal was announced on Wednesday, covers Spain and Portugal and will run until the end of the 2024-25 season.

LaLiga has been without a sponsor in the smartphone category in Spain since the end of a deal with LG which began in October 2020.

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The move represents the first sponsorship deal for Vivo in Spain. During a press conference announcing the agreement, Diego Xiao, president of Vivo in Spain and Portugal, described Spain as one of the company’s “most important markets”.

Xiao said: “When we started in Spain just over a year ago, a gentleman from Sevilla told me that in Spain you can change your wife, husband, political party, but never your football team. This agreement means so much to us because it’s not just an alliance with LaLiga or football, it’s an alliance with Spain and its values. The more we experience those, the closer we are to the country.”

Adrián Toca, head of digital marketing for Vivo Spain and Portugal, underlined that part of the brand’s attraction to football is its ability to reach a broad audience and range of demographics.

The company’s presence in the sport also includes sponsorship deals with Fifa and Uefa, covering the 2022 men’s World Cup and the men’s Euro 2024, respectively. It was also a sponsor of the 2018 Fifa World Cup and Euro 2020 tournaments.

Outside of football, Vivo was the title sponsor of cricket’s Indian Premier League. In 2017, it agreed on a five-year deal to sponsor the iconic T20 competition from 2018 to 2022, though the agreement was curtailed before the 2022 season, with Indian conglomerate Tata Group acquiring the rights earlier this month.

Last month, Vivo became the title sponsor of the Italian Women’s Volleyball League.

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