Spanish soccer’s LaLiga has hired Peak Sport Media agency to sell the international rights to the Copa del Rey knockout competition as part of a long-term agreement.
The partnership, which starts with the 2025-26 season, will see Peak manage the sale of the tournament’s international rights to overseas broadcasters, with the league looking to increase the competition’s visibility and revenue outside its home market.
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The agreement was announced as LaLiga launched a rights tender on Friday (November 21) for rights to the tournament across several international markets, with the bidding process to close on December 4.
LaLiga has a mandate in place with the RFEF national federation to sell the rights for all rounds of the Copa del Rey except the final. It went to market with the domestic Copa del Rey tender for the 2025-27 cycle at the start of October, with a deadline set for October 22.
Shortly after, it was announced that Spanish public service broadcaster RTVE had picked up the main package of domestic rights to the tournament for the next cycle. It will show 116 matches from the men’s competition each campaign for the 2025-26 and 2026-27 seasons.
Pay-TV heavyweight Movistar+, meanwhile, will also show Copa del Rey action after agreeing a sub-licensing deal with RTVE to showcase a minimum of 55 games throughout the current 2025-26 season.
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By GlobalDataOrange, the international telecoms operator, also joined the list of domestic broadcasters for the tournament shortly after.
Peak Sport, meanwhile, was established in 2023 as a joint venture between advisory firm Ocho Sport and LaLiga. Since then, it has been growing its list of clients, which now includes top-tier organizations such as Italy's Serie A, the Women’s Tennis Association, and North American basketball's NBA.
The deal comes eight months after Peak announced three strategic hires to its European team in March to aid its international growth, including Margherita Schiatti, who joined the agency’s office in Madrid, Spain, from Spanish giants Real Madrid, where she had been a growth and marketing analyst
The two other additions were Ed Fleet, becoming Peak’s new head of sales to oversee the establishment of new partnerships from the firm’s London office, while Kenza Del joined Peak from the French arm of professional services giant EY to serve in a senior strategy role.
The partnership also comes after the RFEF national governing body cemented the future of the Copa del Rey by announcing Seville, the capital of the country’s Andalusia region, as the host of the final until 2028.
The new contract covers hosting rights for three seasons, with the match to be played at the city’s Estadio de la Cartuja, the temporary home of LaLiga club Real Betis, while its Estadio Benito Villamarin is being renovated.
The 2025-26 Copa del Rey campaign started on September 27 and will run through until the final in April 2026.
