Spanish soccer’s top-tier LaLiga has today (August 9) entered into a collaborative agreement with Nissan, the Japanese automotive giant.
The deal, which will run through June 2023, encompassing the 2022-23 LaLiga season, will see the league join forces with Nissan’s electric e-Power technology.
Through the agreement, e-Power technology “will be present in LaLiga this season, associating its name with certain matches and players of the week", the league has said.
Nissan "intends to use LaLiga as a stage to publicize its technology through the players themselves …”, according to LaLiga.
Javier Tebas, LaLiga’s president, has commented on the deal, saying: “Nissan, like LaLiga, is a brand with a desire to improve and that seeks constant optimization of everything it does. That is why we have associated ourselves with it, we share values that make us leading brands throughout the national and international level.”
Bruno Mattucci, Nissan Iberia’s general director, added: “Two leading brands have come together to explain a technology that will revolutionize the lives of citizens and that will introduce improvements in their daily lives while at the same time producing positive environmental, economic, and social benefits.”
Last week saw the 20-team Spanish league bring in commercial two partners for the upcoming campaign, which starts on Friday, August 12.
Palm Bets, a Bulgarian online betting company, was brought in as a LaLiga sponsor in that country until 2024, while the Electronic Arts (EA) video game developer was announced as the new title sponsor from the start of 2023-24.
That multi-year deal will see the company’s EA Sports FC brand hold naming rights for all LaLiga competitions for the length of the tie-up.
The new tie-up will encompass the top-flight LaLiga and second-tier Segunda Division, LaLiga Promises, the league’s annual youth tournament, and eLaLiga esports competition.
EA will replace Spanish bank Santander when its present title sponsorship agreement expires at the end of the upcoming 2022-23 season.
Nissan, meanwhile, is also a global partner of City Football Group, the organization that owns or has majority control over eight clubs across the globe, including English Premier League champions Manchester City.