Luckia, the Spanish gambling company, has extended its commercial agreement with Spanish men's soccer’s top-tier LaLiga for the next three seasons.
Through a deal renewal unveiled yesterday, Luckia will continue as a partner of the 20-team soccer league through the 2028-29 campaign, extending a relationship that got underway in 2024.
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When the first tie-up between the two parties was entered into, it covered both Spain and Mexico.
During the first two seasons of the deal, the sponsorship has been activated online, through both parties' digital and social media channels, and through the development of original, collaborative content by both parties.
Javier Tebas, the colorful president of LaLiga, has now commented: "Sports sponsorship has changed, and today it’s not enough to simply associate a logo with a competition. You have to connect with the fans, generate real experiences, and build a credible relationship with the audience. That takes time, and the renewal until 2029 is a clear statement of intent from both parties.”
Other significant LaLiga partners include the likes of title sponsor EA Sports, as well as Puma, San Miguel, Riyadh Season, Duracell, and Panini.
Jose Gonzalez, Luckia's president, added: "Since the initial agreement, we have seen the enormous potential of this collaboration to connect our brand with millions of fans and, at the same time, develop content and experiences that extend far beyond the 90 minutes of the match."
LaLiga has been most active recently in terms of adding to its broadcast partnerships stable – a few weeks ago, the league announced new agreements with international sports streaming service DAZN in Sub-Saharan Africa and soccer-focused sports content platform SportyNet in Brazil.
DAZN’s deal will run for three seasons through to the end of 2028-29, while SportyNet’s agreement is just for this campaign.
In mid-August, meanwhile, LaLiga claimed it has become the world’s first domestic soccer competition to roll out connected ball technology across every match.
The ball has been developed in collaboration with German sportswear giant Puma, LaLiga’s official match ball supplier, and connectivity and automation firm Kinexon.
The 2026-27 LaLiga season got underway in mid-August, with Catalan giants Barcelona as defending champions.
