Spanish men's soccer's top-tier LaLiga has extended its partnership in its home market with Polish isotonic drinks brand Oshee.
The initial tie-up between the two parties got underway in early 2023, as a deal specific to Poland, and since then has been extended and expanded to become a Europe-wide agreement.
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For the last three seasons, Oshee drinks have been branded with the LaLiga logo, and with images of LaLiga soccer players.
Now, Oshee will work together with LaLiga on a range of Spain-specific activations and campaigns, "both in physical and digital environments."
Its products are also set to be distributed by more than 40 Spanish retail partners, and in addition, a new product range is set to be launched.
In signing a deal with LaLiga, Oshee became the inaugural Polish sponsor of that competition.
Jorge de la Vega, general manager of business for LaLiga, has said: "Extending our agreement with Oshee in Spain represents a significant step within an alliance that already has a strong international presence …
"We are very pleased to continue growing alongside a brand with a clear international focus and a firm commitment to sport.”
Late last month, LaLiga unveiled Singapore-based technology firm Altava as a new sponsor, with an exclusive licensing deal entailing the development and creation of a soccer-themed 'webtoon' for fans in China, Japan, and South Korea.
The aim is to create a "mobile-first digital comic format optimized for vertical reading," with weekly serialized episodes alongside potential short-form video adaptations.
Early May, meanwhile, saw the 20-team league announce a new three-year global sponsorship deal with battery manufacturer Duracell.
Oshee, meanwhile, has previously collaborated with LaLiga heavyweights Real Madrid, as well as German team Borussia Dortmund. Other soccer partnerships have included deals with Polish soccer stars Robert Lewandowski (who has just finished a stint with LaLiga champions Barcelona) and Krzysztof Piątek, as well as with the top Polish soccer league and national team.
