LALIGA 2023/24: Sponsors Watch and the Spanish top flight’s Indian ventures

LALIGA has once again captured the attention of football enthusiasts across the world, and it serves as an ideal platform for businesses to grab eyeballs.

The new season of the Spanish professional football competition, LALIGA kicked off on August 12, 2023, and fans, so far, have witnessed a few notable fixtures. Real Madrid have won all three games thus far, while FC Barcelona and Atlético Madrid have won one game, each. Although the fact that the season has only just begun, Rayo Vallecano and Valencia CF have displayed excellent performances, indicating a promising and excellent campaign for LALIGA this season.

Over the span of the season, each of the league’s 20 clubs will play 38 games in a round-robin system. These games will mostly be played on Saturdays and Sundays.

Real Madrid players celebrating a goal

The competition’s new season has experienced a thorough transformation that includes brand design, strategy, positioning technology, audio-visual, and digital improvements.

The return of the world’s finest footballers, as well as many outstanding young players, has promised LALIGA 2023/24 to be a perfect showcase for Europe’s most competitive major league. The rivalry throughout the season will be intense, with multiple teams wanting to win the title and gain highly sought-after slots in European football at the end of the season.

The top-tier Spanish football league has once again captured the attention of football enthusiasts from all around the world, and it serves as an ideal platform for businesses to grab eyeballs. Let’s have a peek at the LALIGA 2023/24 sponsors:

Title Partner:

EA Sports FC: FIFA, one of the most well-known video game franchises and renamed EA Sports FC, is home to the most major men’s and women’s football competitions, leagues, and players.

Official Ball Partner:

Puma: Puma is a German international firm located in Herzogenaurach, Bavaria, Germany that creates and manufactures sports and leisure footwear, clothes, and supplies. Puma is the world’s third-largest sportswear producer.

Innovation Partner:

Microsoft: Microsoft is a worldwide innovator in computer software, computer hardware, mobile devices, and gaming systems, as well as cloud services. The Windows Operating System, the Microsoft 365 suite of office programs, and the Internet Explorer and Edge web browsers are among Microsoft’s most well-known software products.

Official Beer:

San Miguel Beer: San Miguel Brewery, Inc., an affiliate of San Miguel Food and Beverage, Inc., is held in partnership with Kirin Holdings Co. It was founded in San Miguel, Manila in 1890 by the original San Miguel Brewery and is the most popular beer in the Philippines and Hong Kong.

Official Travel Destination:

Visit Saudi: Visit Saudi promotes tourism in Saudi Arabia. The entity helps tourists explore some of the notable sites in the country, as well as its culture.

Official Tire:

BKT Tires: BKT Tires, a tyre manufacturing behemoth headquartered in Mumbai, was established in the 1950s. BKT Tires began its off-highway tyre business in 1987, and over the last three decades, the firm has focused on construction, industrial, and agricultural tyres, as well as port and mining, ATV, gardening applications, and earthmoving.

Legends Experience:

Legends: Legends, The Home of Football, is launched by LALIGA which is an initiative where the Spanish football tournament, CONMEBOL and the Union of European Football Associations (UEFA) are partners, with institutional backing from FIFA, the International Olympic Committee (IOC), and other international football legends.

Global Licensee:

Sorare: Sorare, a cryptocurrency-based fantasy sports video game, was designed in 2018 by Adrien Montfort and Nicolas Julia. On this fantasy gaming site, users can buy, sell, trade, and play with authentic digital cards.

Panini: Panini is a European and Latin American multinational publisher of comics, children’s magazines, and manga, in addition to being an international leader in published collectibles (stickers and trading cards). It has associates from all over the world, including the United States, Latin America, and Europe.

Gol-Ball: Gol-Ball, the digital collectibles platform, has taken the entire globe by storm by launching an official collection of goal-scoring balls on Web3 that is supported by a completely unique and valuable physical object: the goal-scoring ball.

LALIGA GOLAZOS: LALIGA Golazos is a digital collectibles platform created by LALIGA in collaboration with Dapper Labs. It enables fans to buy, exchange, and possess legally sanctioned digital souvenirs of some of Spanish football’s most memorable goals and moments.

Fanatics: Fanatics, Inc. is a sportswear manufacturer and online retailer based in the United States that offers licensed sportswear, sports collectibles, NFTs, trading cards, and sports items, in addition to sports betting and iGaming.

Avery Dennison: Avery Dennison focuses on the design and manufacture of various functional and labelling materials. Given its large reservoir of knowledge and global reach, Avery Dennison is able to provide clients all over the world with insights, cutting-edge products, and smart solutions.


LALIGA is accessible to viewers in India via Viacom18‘s OTT platform, JioCinema, and the TV network, Sports18. The Spanish League has made several efforts throughout the years to market itself in India. In a country that is obsessed with cricket, LALIGA has chosen the Indian men’s cricket team captain, Rohit Sharma as its brand ambassador. Since 2019, the Indian opener has been actively promoting the league through a variety of channels, which is seen as an essential marketing initiative by the league.

From left: Jose Antonio Cachaza, Rohit Sharma and Siddharth Sharma (Head of Content, Viacom18 – Sports)

Rohit Sharma is also a massive Real Madrid supporter, the star Indian cricketer also went to Real Madrid’s home stadium, the Santiago Bernabeu, during their legendary El Classico victory over FC Barcelona in March 2020.

Upon asking about the onboarding of Rohit as an Indian brand ambassador in an exclusive interview, Jose Antonio Cachaza, Managing Director of LALIGA India remarked, “If your hero loves football, you can love football as well, and if he loves LALIGA then even you should love LALIGA.”

While retaining its grip in the Indian market, the office bearers of LALIGA India don’t intend on competing with two of India’s most major sporting interests – cricket and the top-tier football tournament, Indian Super League (ISL).

In the same above-mentioned interview, Jose explained that the Spanish top flight just can’t compete with cricket and aims to get closer to the sport in terms of popularity and reach. Speaking further on the ISL, the premium Spanish football competition looks forward to helping the Indian football tournament grow in the country which could inevitably enhance the following of LALIGA.

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