LaLiga, the top-flight soccer league in Spain, will generate around $157 million in sponsorship revenue for the 2025-26 season, with almost 30 commercial partners on board this year.
GlobalData’s new Business of LaLiga 2025/26 report explores the league’s sponsorship portfolio, which includes 28 partnerships with 27 different brands.
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LaLiga has eight new sponsorship agreements for this season, including with the likes of Volkswagen, Airbnb, and Remitly.
The report reveals that the most significant LaLiga sponsorship is the league’s title partnership deal with major video game developer EA Sports.
The multi-year tie-up, effective from the 2023-24 season, designates EA Sports as the title sponsor for all LaLiga competitions.
Olivia Snooks, sport analyst at GlobalData, comments: “The league has two separate partnership agreements with EA Sports: one is a title sponsorship and the other names the video game developer as the league’s principal sponsor.
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By GlobalData“Given LaLiga’s position across various markets, including Latin America and the US, the partnerships offer EA Sports an opportunity to expand its reach.”
LaLiga’s domestic media rights revenue for the 2025-26 season stands at $1.12 billion, meanwhile.
Telecoms operator Telefonica and OTT platform DAZN hold the rights in Spain. The five-year deal, which covers the 2022-23 to 2026-27 cycle, sees Telefonica’s pay-television operator Movistar broadcast five matches per matchday plus three full matchdays, while DAZN airs five games per week.
LaLiga's domestic media rights are valued at approximately €990 million ($1.2 billion) annually. This valuation places LaLiga below both the English Premier League and German Bundesliga.
Snooks continues: “Despite having globally recognized clubs like Barcelona and Real Madrid, LaLiga's overall media rights value is constrained by several factors. The league’s depth and competitiveness is often criticized, with dominance from a few clubs.
“Also, the collective selling of media rights, implemented in 2015 to enhance revenue, has not yet matched the success seen in the Premier League.”
In terms of clubs, Barcelona rank at the top for sponsorship revenue, with a portfolio valued at an estimated $355.73 million for the 2025-26 season.
Some of Barcelona’s most significant deals include Nike, Spotify, and Estrella Damm, with the kit supplier deal with Nike – which was recently renewed – accounting for almost 37% of the club’s total sponsorship revenue for the season.
Earlier this month, the Catalan club and Spotify announced an extended long-term sponsorship deal covering front-of-shirt branding and stadium naming rights.
Through the renewal, the Swedish audio streaming heavyweight’s logo will continue to feature on both the men’s and women’s first team jerseys and the front of the training kits through 2030, while Spotify will retain naming rights to the LaLiga club’s iconic Camp Nou until 2034.
Spotify will pay around €65 million per year from 2026 for the front-of-shirt portion, and a further €10 million annually for the training kit.
Barca also recently penned a lucrative sponsorship deal with the tourism body of the Democratic Republic of Congo worth more than €40 million and has an existing sleeve sponsorship agreement with Ambilight TV.
The club has leveraged its commercial pull to emerge from its financial hole, recently announcing reduced losses of €17 million for the 2024-25 season. Revenue for the year stood at €994 million, up from the €894 million in 2023-24.
This was powered by record commercial revenue of €259 million, comprised of existing partnerships and new sponsorship agreements inked over the period, including the improved multi-year kit deal with long-term supplier Nike.
Looking forward, with the club’s imminent return to the upgraded Camp Nou, it is predicting revenue of around €1 billion across the current campaign, to increase stadium income by €50 million, and equally a target of record merchandising revenues of close to €200 million.
Barcelona could also potentially generate an estimated €91,770,000 in ticket revenue throughout the season.
Real Madrid closely trail Barcelona in estimated sponsorship revenue this season, with an anticipated increase of $15.57 million over the 2024-25 campaign.
Snooks concludes: “The teams with the largest sponsorship revenue do not reflect the teams with the biggest portfolios in terms of volume of deals. Real Sociedad hold the most extensive sponsorship portfolio in deal volume among the 20 LaLiga teams for the 2025-26 season, with 91 deals, while Barcelona has 41.
“Real Sociedad has chosen to prioritize a diverse and engaged base of smaller, local sponsors rather than a few large, high-value deals. This strategy is likely due to the club's strong connection with the Basque country and its commitment to sustainability.”
Meanwhile, Barcelona have expanded their commercial stable with the addition of ride-hailing car service Uber as an official partner until 2027.
As part of the two-year sponsorship, Uber and its Uber Eats food delivery service will have advertising space at Camp Nou and will be able to carry out various corporate and brand-related activities at the stadium.
The two parties are also seeking to use the partnership to improve fan mobility and traffic management around the renovated venue and the various areas of Espai Barca, the club’s wider infrastructure project around the stadium.
As part of this, the agreement includes the implementation of pick-up zones for users, as well as the promotion of sustainable mobility solutions, such as Uber’s 100% electric service.
Elsewhere in LaLiga, Valencia have announced new partnerships with technology wholesaler Infortisa and stadium experiences company MaxAmaze.
Infortisa has been signed up as an official partner for the 2025-26 season, while MaxAmaze has come on board as a founding partner of the club’s Nou Mestalla stadium project.
MaxAmaze will integrate interactive technological solutions to connect lighting, sound, and LED screens at the planned 70,000-capacity venue, which is finally scheduled to open in the summer of 2027.
The Belgian company will design and implement a fully integrated technological infrastructure that will include LED projectors, 360-degree perimeter LED panels surrounding the pitch, and two giant LED video screens behind the goals in the north and south stands.
MaxAmaze will also provide outdoor LED video screens in the fan zone, an audio system with 200 speakers, and more than 600 HD screens in hospitality areas and lounges. The company will manage the technology through a centralised control system designed specifically for the Nou Mestalla.
Last month, Octopus Energy became the first founding partner of the Nou Mestall, through which it will install solar energy “smart systems” on the roof of the stadium and will manage the venue’s green energy consumption to help the club minimize its environmental impact.
Construction at the Nou Mestalla resumed in January 2025, close to 16 years after it was halted due to funding issues, courtesy of a new refinancing agreement reached in November 2024 that subsequently allowed the club to get a new loan to cover the remainder of the stadium.
Building work on the venue initially began in 2007 but was soon halted due to financial issues at the club, and has been derelict ever since, and as such is known as the 'Ghost Ground' in Spain.
Valencia continue to play at the 100+ year old 49,000-capacity Estadio Mestalla as the prospective Nou Mestalla lies empty.
