Soccer's governing bodies in Australia and Spain have brought in new sponsors for their national teams as both men's sides prepare to participate in the upcoming FIFA World Cup.
Spain's RFEF has signed Spanish fashion brand Loewe as a sponsor for the next four years, while Football Australia has signed a new two-year deal with soft drinks heavyweight Coca-Cola.
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The RFEF-Loewe tie-up will see the fashion brand supply Spain's men's and women's sides with full travel wardrobes during upcoming events, including the 2026 and 2030 FIFA World Cups, with the latter edition to be co-hosted by Spain.
Madrid-based Loewe will also supply the national women's side, as their efforts to qualify for the 2027 FIFA Women's World Cup in Brazil continue.
In March, the RFEF and telecommunications giant Telefonica announced a sponsorship deal until December 2030.
Coca-Cola, meanwhile, will deliver two campaigns with Football Australia – one for this year's men's World Cup, and the other covering the women's event in 2027. The brand will showcase men's (Socceroos) and women's (Matildas) national team players across their campaigns.
The players will feature on-product, as well as across Coca-Cola's digital, broadcast, and outdoor marketing channels. There will also be in-store promotional activity at branches of the Australian supermarket Coles.
Martin Kugeler, chief executive at Football Australia, has said: "Football Australia is proud to welcome Coca-Cola as an official supplier of our national teams, starting an exciting new chapter with one of the world’s most iconic brands.
“This partnership brings together the global scale of Coca-Cola with the passion and reach of football in Australia, creating new opportunities to connect with fans across the country."
Orlando Rodriguez, Coca-Cola Europacific Partners' managing director, added: "Partnering with Football Australia reflects our continued commitment to connecting communities through experiences that unite the nation, with the Socceroos and Matildas at the heart of that."
Australia's first World Cup game will take place on June 14 (Australian time), as they take on Turkiye. Their other group-stage games are against the US (joint hosts) and Paraguay.
Spain, meanwhile, will play Cape Verde, Saudi Arabia, and Uruguay in their group-stage fixtures.
