The Spanish professional football competition, LaLiga has announced a sponsorship deal with the flag carrier and the largest airline of Spain, Iberia.
In this deal, the brand is set to serve as the official sponsor of the Spanish competition starting from the 2023/24 season.
Through this deal, both Spanish firms aim to deliver the best in entertainment, culture, and enjoyment to thousands of followers in Latin America, which is a key market for both organisations.
The collaboration between Iberia and LaLiga will result in a variety of activations, events, and material for LATAM fans. These acts aim to commemorate Spanish football and share the competition’s enthusiasm and excitement with fans throughout Latin America.
The sponsorship falls at a critical juncture for both companies. Iberia is in a year when its main strategic priority is to reinforce its commitment to Latin American markets, where it serves 18 destinations in 16 nations. This strategy has enabled Iberia to reach record flight numbers and maintain its leadership in Latin America-Europe connectivity. LaLiga, on the other hand, is ushering in a new age with a makeover that encompasses not only a major brand evolution but also concrete changes in LaLiga’s audiovisual broadcasting and digital ecology.
Javier Tebas, President of LaLiga, said, “We are delighted to collaborate with such a solid company as Iberia which shares the same values as LaLiga. We both have the goal to keep growing in Latin America, mostly due to the cultural proximity that unites us. Through soccer and aviation, we will be able to transmit experiences and emotions to all our fans to enjoy the best of LaLiga.”
Fernando Candela, President and CEO of Iberia, said, “Connecting people with the world it’s Iberia’s essence, through this agreement, we will also be able to bring the enthusiasm and excitement of Spanish soccer to Latin America. This sport has shown that it is a meeting point between both cultures, and together with LaLiga, we want to continue building the bridges that connect both regions. It is also worth noting that this union is also part of our ‘Talento a bordo’ (Talent on Board) project, through which we aim to promote disciplines such as sports, culture, and music, among others.”
The arrangement also corresponds with Iberia and LaLiga’s brand awareness, as both firms were recently awarded by Brand Finance, an international consultancy that evaluates the value and Brand Strength Index of prominent corporations and organisations.
In 2023, LaLiga didn’t just retain its position as one of Spain’s 50 most valuable organisations but also asserted itself as the most valuable brand in the sports business, attaining its greatest historical value in the Brand Finance Spain 100.