Spain’s sports sponsorship market recorded 95 new agreements in the first quarter of 2026, according to a study by Strock Sponsorship&Event. Activity remained steady across the three-month period, with March emerging as the busiest month, accounting for 32 new deals.
Football once again led the way, reflecting its continued dominance in the commercial landscape. The sport accounted for 12 sponsorship agreements in March alone, reinforcing its position as the primary driver of sponsorship activity in the country.
Among the most active companies was Cabify, which signed five new partnerships during the quarter, four of them involving football clubs. These included agreements with Atlético de Madrid, CD Leganés, and Valencia CF, covering areas such as mobility and transportation services.
Beyond football, running ranked second in terms of sponsorship activity, with five new deals across events such as the Marató de Barcelona and the Vitoria marathon. Tennis followed with two agreements, including partnerships linked to the Barcelona Open Banc Sabadell and the Spanish Tennis Federation.
At the institutional level, the Royal Spanish Football Federation (RFEF) expanded its sponsorship portfolio with new partners, while other notable moves in the market included brands shifting their association to different properties. One example was Mapfre, which ended its collaboration with the RFET and transitioned to a sponsorship role with the Roig Arena in Valencia.