Deportivo Alaves, of Spanish soccer’s top-tier LaLiga, and Kelme, the Spanish sportswear brand, have extended their kit supply deal until 2025.

The existing deal was due to expire at the end of this season. 

China-owned Kelme will continue to kit out the Basque club for another four seasons as it prolongs a partnership which initially began in 2017.

From this season, the Baskonia-Alavés Group, the club’s owners, and Kelme will create a new distribution point for the team’s merchandise in the experience store in the city operated by Alaves’ ownership group. 

As part of its deal with Baskonia-Alavés, Kelme will also continue to supply kits for its Saski Baskonia basketball team for the same period. 

Carlos García Cobaleda, chief executive of Kelme, said: “Extending this strategic agreement to a total of eight years with the Baskonia-Alavés Group is confirmation of a successful career and a well-done collaboration, where we have launched initiatives and projects in different areas and geographic locations that will continue to be consolidated in the coming years.”

Alaves are the only LaLiga club kitted out by Kelme but the brand does have a deal with second division club Espanyol, which were relegated last season. 

Kelme recently made its first move into the UK soccer market after agreeing a deal with Watford, of the second-tier EFL Championship.

Meanwhile, Real Sociedad have agreed a two-year partnership with ImagineAR, the Augmented Reality company.

Under the deal, the company will provide the club with its AR SDK (software development kit) technology to increase global fan activation and engagement through their digital platforms.

Through the tie-up, the current LaLiga leaders will launch ‘immersive AR campaigns’ for fans from 2021, as well as utilising the technology for sponsorship activation.

Sportcal