Written by Alejandro Fernandez
Spanish football, especially La Liga, is a great place for brands to showcase and promote themselves if they want to gain market share on the Iberian Peninsula. Something that is not new to anyone. Many big brands are vying for a position to get closer to the followers and fans of the biggest clubs. Referral deals give them access to a plethora of potential clients. Both big and small brands are doing what they can to take advantage of this opportunity.
Fans tend to prefer brands that support their team. It is a price worth paying. Recently, the popularity of Spanish football has led to growth in some strategic sectors, such as beers, soft drinks, banking. As a result, there have been key moves in sponsorship deals in recent years.
Here is an overview of the best sponsorship deals for the Spanish football industry.
1. Kit Sponsor
20 La Liga teams are sponsored by 9 clothing brands. You’ll see Puma, Adidas, Kelme, Kappa, New Balance, Macon, Joma, Umbro and Nike on pitches across Spain. Adidas supplies kits to three different teams, including Real Madrid, Celta de Vigo and Osasuna.
This season, Nike sponsors more teams than anyone else, for a total of six. Among their portfolio of La Liga clubs are Atletico Madrid and Barcelona.
Macron is the second most common sponsor, with three teams: Real Sociedad, Cadiz and Levante.
2. Jersey Sponsors
Each La Liga club has its own shirt sponsor. Clubs have had to move away from betting companies, with many sponsors forced to log on to websites such as www.oddsshark.com/canada. Last season, even clubs had to drop their sponsors following the new law introduced by the Spanish government banning such partnerships.
Financial services have settled into this vacuum and sponsor six La Liga teams, with telecommunications companies being the second largest sector with three teams. Only Finetwork sponsors more than one team, holding deals with Real Betis and Real Sociedad.
A total of 19 different companies from 10 different countries on La Liga club shirts represent what has become a diverse market.
3. Cover Sponsors
So far, only 12 teams have a round sponsor, down one from the past two years.
Reale Segurous is the only company that will be visible on the sleeves of different teams. The insurance company has agreements with Betis, Espanyol and Real Sociedad. Aside from insurance, automakers are the only industry to have more than one kit cover sponsorship deal.
The 6 best La Liga club sponsors
When it comes to the rankings, you will notice that Coca Cola dominates the space in the soft drinks sector. It displays an overwhelming dominance over all its competitors, starring La Liga clubs for almost 80%.
Another notable sector is beer, with a conventional struggle between several brands with an interesting regional distribution. Mahou who clearly dominates the whole club in the Community of Madrid, while Damm now dominates most of the Mediterranean region. He has agreements with Espanyol, FC Barcelona, Valencia and Girona in the second division.
At present, La Liga lists 16 official partners on its website. The main sponsor being Santander. He is also the league’s title sponsor. Additionally, the league has 9 global partners and 5 regional partners.
Compared to the previous season, dropped several regional partners and added only one, Burger King. The big change is that three different blockchain and cryptocurrency brands have joined forces with La Liga, where none had a presence before.
The battle for sponsorship of football clubs, including La Liga in Spain, comes as no surprise. It is a sector that deals with customers and consumption and brands are keen to take advantage of this. They can tap into the relationship that each club has with its supporters around the world. By doing so, they are able to achieve a more direct and clean impact than through traditional advertising, developing more leads and improving sales.