Real Betis has expanded its international sponsorship portfolio by signing Maurice Lacroix as its official watch partner through the end of the 2026–27 season.
Financial terms of the agreement were not disclosed, but the deal is effective immediately.
Swiss brand enters LaLiga
The partnership marks Maurice Lacroix’s first entry into LaLiga, aligning the brand with one of Spain’s most globally recognized clubs.
As part of the agreement, the company will gain visibility across multiple club platforms, including matchday activations at Estadio de La Cartuja.
Matchday integration and branding
A key feature of the collaboration will be a pre-match countdown experience inside the stadium, linked to the brand’s AIKON collection — blending timekeeping with fan engagement.
The activation reflects a broader trend of experiential sponsorships, where brands move beyond static visibility into interactive, in-stadium moments.
Strategic growth for Betis
Club CEO Ramón Alarcón emphasized that the agreement supports Real Betis’ strategy of attracting high-profile international partners while enhancing the fan experience.
On the brand side, CEO Stéphane Waser highlighted the alignment between Maurice Lacroix’s identity and the club’s intensity and passion.
Bigger picture
For Real Betis, the deal reinforces its growing commercial appeal beyond Spain, while for Maurice Lacroix, it represents a strategic entry point into football — and a high-visibility platform in one of Europe’s top leagues.