LALIGA has signed a new regional partnership with Visa, naming the global payments company its Official Payment Partner across the Middle East and North Africa (MENA).
The agreement will cover regional marketing campaigns, digital content and fan activations, giving Visa access to LALIGA’s established football audience while allowing the league to expand its commercial presence in the region.
LALIGA expands its MENA commercial portfolio
The partnership adds another regional brand to LALIGA’s commercial activities across the Middle East and North Africa, where the Spanish competition has increasingly focused on locally tailored partnerships and fan engagement initiatives.
For Visa, the agreement provides access to a major European football property without requiring a global rights deal. The company can instead focus its sponsorship activity on the MENA market and build campaigns around football audiences in the region.
Ali Bailoun, Visa’s Senior Vice President and Group General Manager for Saudi Arabia, Bahrain and Oman, said the partnership would aim to bring fans closer to LALIGA through content and experiences.
Raúl Ostalé Bruixola, LALIGA’s Commercial and Marketing Director in MENA, welcomed Visa as the competition’s new Official Payment Partner in the region.
The agreement underlines the growing importance of MENA as a commercial market for European football properties, while highlighting the role of regional sponsorships in giving global brands more targeted access to local fan bases.