LaLiga has strengthened its commercial portfolio after signing a three-season agreement with Duracell, which will become a global sponsor of the competition starting next season.
The partnership marks Duracell’s first sponsorship deal in European football and introduces a new branding activation in Spanish football. Under the agreement, the battery manufacturer’s branding will appear on the electronic boards used to display added time during matches.
The deal represents another step in Duracell’s growing sports marketing strategy. The American company already maintains partnerships with Inter Miami CF and Williams Racing.
Duracell now joins an extensive roster of LaLiga commercial partners led by EA Sports. Other sponsors include Puma, Microsoft, Mahou, Riyadh Season, BKT, Volkswagen, Uber Eats, Airbnb and El Corte Inglés.
The Spanish league also maintains licensing and collaboration agreements with brands such as Panini, Fanatics and Sorare.