Spanish men's soccer’s top-flight LaLiga has announced a new sponsorship deal with South Korean financial firm Woori Investment & Securities.
The agreement marks the first time a South Korean financial company has entered into an official commercial agreement with the league.
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The brokerage said it plans to use the partnership to broaden its contact with young investors through the league's fan base in South Korea and to raise awareness of its retail brand.
Rather than logo exposure, the collaboration will focus on fan engagement initiatives.
The firm will first organize supporter trips that take fans to Spain to watch matches involving Barcelona, Atletico Madrid, and Real Sociedad. It will also offer a program for watching El Clasico, the heavyweight meeting between Real Madrid and Barcelona, in person.
Events combining content on LaLiga clubs and players with financial services will follow in stages. Through Woori WON MTS, the company's mobile trading system, it plans to offer game-style events that link soccer content with wealth management services.
Ivan Codina, LaLiga’s managing director for Asia, said the agreement allows the league to bring itself closer to Korean fans through new experiences and content.
He added that the league would work with Woori Investment & Securities to create opportunities for Korean fans to engage with Spanish soccer.
LaLiga interest has grown in South Korea after national team star Lee Kang-In recently joined Atletico Madrid.
The 25-year-old’s former club Paris Saint-Germain secured several South Korean sponsors during his three-year stint with the French giants.
Kang-In has made an impressive start at Atletico Madrid, scoring twice in his first six league matches.
Meanwhile, Mediaset, the Italian commercial broadcaster, will continue to provide free-to-air coverage of select LaLiga matches through a renewed sublicensing deal with global sports streaming service DAZN.
According to the Calcio e Finanza media outlet, six of the 380 scheduled matches this season will be broadcast co-exclusively by the broadcasters.
The six matches will be those in which Barcelona, Real Madrid, and Atletico Madrid face each other.
Coverage will start with the first Madrid derby of the season this Sunday between Real and Atletico.
Mediaset and DAZN first struck a sublicensing agreement in September 2025.
DAZN has been the official rights holder for LaLiga in Italy since 2018 and has consistently renewed this agreement for the Italian market over the years. The current contract, signed in 2024, runs through the 2028-29 season.
