Spanish soccer’s elite LaLiga competition has renewed and expanded its partnership with Polish sports drink brand Oshee, which will now span 43 European markets.
Oshee first partnered with LaLiga in 2023 in a deal centered on the Polish market, and this partnership has now been expanded to cover all European territories besides Spain and the Vatican City.
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The pair will continue to collaborate with co-branded marketing campaigns and fan engagement initiatives, including Oshee cans featuring images of top LaLiga stars.
Oshee says the list of prominent players includes Lamine Yamal and Robert Lewandowski (both Barcelona), Kylian Mbappé and Jude Bellingham (both Real Madrid), Julián Álvarez (Atletico Madrid), Nico Williams (Athletic Club), Mikel Oyarzabal (Real Sociedad), Georges Mikautadze (Villareal), and Antony (Real Betis).
Other activations for the partnership will include in-person, TV, and digital advertising campaigns, co-branded point-of-sale materials, and more.
In the past, the pair’s activations have been particularly centered around the iconic El Clasico derby game between Real Madrid and Barcelona, which will next take place in LaLiga on May 10.
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By GlobalDataOshee has previously collaborated with Real Madrid, as well as German side Borussia Dortmund. Other soccer partnerships include deals with Polish soccer stars Lewandowski and Krzysztof Piątek, as well as the top Polish league and national team.
Elsewhere in Spanish soccer, the country’s RFEF governing body has struck a broadcast rights extension with FanCode, the Indian streaming service, for its Copa Del Rey and Supercopa de España competitions.
This deal will be active for all nations across the Indian sub-continent (excluding Pakistan, where Begin holds rights), with the Copa del Rey rights spanning the next two campaigns (2025-26 to 2026-27), while the rights for the Super Cup competition will last for the next three editions (2026, 2027, and 2028).
FanCode has covered the two competitions since the beginning of the 2023-24 campaign.
Having already secured a five-year broadcast deal with LaLiga for the top-flight club competition back in 2025, FanCode has now worked to consolidate its coverage of Spanish soccer in the region, capturing the two supplementary knockout cup competitions.
The 2026 Supercopa de España is currently underway in Jeddah, Saudi Arabia, with the second semi-final taking place later today, and the final set for January 11.
With Saudi Arabia’s time-zone being far more amenable to the audience in India than that of Spain, it is likely that FanCode is hoping to galvanize local viewers with prime-time action.
