Spain’s elite football league, LALIGA has inked a new three-year global collaboration with the leading manufacturer of alkaline batteries, Duracell.
With this deal, the brand has become the league’s official partner of added time. The cooperation will honour the game’s effort, tenacity, and durability, traits that are enhanced beyond 90 minutes, as more time makes a significant difference, drama lasts longer, and fan emotions peak. The relationship will be brought to life in-stadium during LALIGA matches beginning with the 2026-27 season, utilising the fourth official boards and a variety of touchpoints.
Luís Figo, an LALIGA veteran, joined Duracell and LALIGA to debut their relationship in Barcelona ahead of El Clásico, Spain’s largest match and one of sport’s worldwide cultural events between Real Madrid CF and FC Barcelona.
Over the last five seasons, 8% of LALIGA goals were scored after the 90th minute, with 65% changing the outcome of the game. From last-minute title deciders to iconic moments like Jude Bellingham’s two stoppage-time goals at El Clásico, Iago Aspas’s 96th-minute equaliser for Celta Vigo to end a remarkable comeback against Barcelona in 2021, and Lionel Messi’s legendary 93rd-minute celebration at the Bernabéu. Added time is used to define matches and legacies.
This agreement puts the Duracell brand at the centre of football’s most important moments. It underlines Duracell’s key brand proposition: long-lasting power that delivers when it counts, empowering players, teams, and fans to be unstoppable until the final whistle. The agreement also represents a big step forward in Duracell’s global sports marketing strategy, as the company strengthens its relationship with customers through top sport. LALIGA is Duracell’s first European football property to partner with, after recent global high-profile partnerships in sports.
Jorge De Le Vega Fernández, Business General Manager, LALIGA, said, “LALIGA is home to some of the most dramatic moments in world football, many of which happen in added time. Partnering with Duracell allows us to celebrate these moments in a fresh and compelling way, connecting with fans through the emotion and unpredictability that defines our league.”
Javier Hernandez Reta, Duracell’s Global Chief Marketing Officer, commented, “Duracell stands for power, effort, and endurance – the qualities that carry you when everything is on the line. Football doesn’t stop at regular time, and neither do we. Added time is where hearts race, where heroes rise, and where the game comes alive. That’s when power matters most.”
Gülhande Sanay, Duracell’s President Europe & Africa, said, “We are connecting our core “lasting power” equity to the drama and emotion of football. LALIGA gives us a year-round cultural stage across our priority markets worldwide and a platform to reach passionate consumers around the globe.”
Luís Figo added, “When you’re on the pitch or in the stadium and the Added Time board goes up, something changes. The intensity rises, the crowd is louder, and every touch carries more weight. I’ve seen so many decisive LALIGA moments happen after the clock reaches 90 minutes. The goals, the saves, the decisions that decide LALIGA matches and titles. Those aren’t lucky moments. They’re the product of players who keep going when others stop. That’s why this partnership makes sense to me, Duracell stands for exactly the same thing: lasting longer, and the power to be unstoppable when everything is on the line.”
With a combined TV audience of 2.7 billion each year, LALIGA is one of the world’s most popular sports leagues. The games are aired in over 185 countries, with a global audience of 98%. LALIGA has more than 268 million social media followers and has produced some of football’s biggest personalities and moments.
El Clásico, with over 60,000 supporters in the stadium and 650 million global viewers, is one of the most-watched club football matches in the world. The collaboration will launch worldwide beginning with the new season in August 2026, with activations across broadcast, internet, social, and in-stadium.
