LALIGA has extended its partnership with Spanish gaming and entertainment group Luckia through 2029, prolonging a commercial relationship that has increasingly centred on fan engagement and branded content rather than conventional sponsorship visibility.
The renewed agreement builds on Luckia’s initial three-season partnership with LALIGA, signed in 2024, which covered Spain and Mexico and included rights around both LALIGA EA SPORTS and LALIGA HYPERMOTION.
During the initial partnership, the two organisations developed a range of content and fan-facing activations, including La previa de Luckia, a matchweek preview format, and El golazo de Luckia, which gives fans a role in selecting the best goal from each LALIGA HYPERMOTION matchweek.
Javier Tebas, President of LaLiga, said, “Sports sponsorship has changed, and today it’s not enough to simply associate a logo with a competition. You have to connect with the fans, generate real experiences, and build a credible relationship with the audience. That takes time, and the renewal until 2029 is a clear statement of intent from both parties.”
For Luckia, the renewal provides continued access to one of football’s most globally recognised properties at a time when the company is expanding its digital and international operations.
Jose Gonzalez, Luckia’s president, added, “Since the initial agreement, we have seen the enormous potential of this collaboration to connect our brand with millions of fans and, at the same time, develop content and experiences that extend far beyond the 90 minutes of the match.”
The renewal underlines LALIGA’s broader commercial strategy of developing long-term partnerships that combine media, content and fan engagement, giving brands multiple touchpoints across its football ecosystem.
