German automotive giant Volkswagen has struck a multi-year Spanish soccer sponsorship deal.
Through a tie-up unveiled today, Volkswagen will act as a sponsor of the top-tier men's LaLiga, as well as of the second-tier Segunda Division.
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In addition, the automotive heavyweight becomes a global partner of Liga F, the premier women's soccer competition in the country.
Volkswagen becomes the official car of all three competitions.
In terms of that brand's recent soccer tie-ups, it was a partner of the UEFA Women's European Championships national teams competition across June and July, with Spain reaching the final of that competition before losing to England, and also sponsors the Italian FIGC governing body.
The Volkswagen Group, meanwhile, is the primary owner of German soccer's Wolfsburg (which has top-tier men's and women's clubs attached).
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By GlobalDataJorge de la Vega, LaLiga executive director, has now said: "This alliance not only strengthens our commitment to sustainability and innovation but also demonstrates that sport can be a catalyst for positive change."
Late last month, LaLiga and tire brand BKT announced the extension of their deal through 2027-28. That brand has also now become a sponsor of referees in other competitions run by the country's RFEF governing soccer body, for the next five seasons.
Other significant LaLiga commercial partners include main sponsor EA Sports, as well as Puma, San Miguel, Riyadh Season, Panini, and Sorare (all global partners).
Pablo Vilches, chief executive at Liga F, added: "These kinds of collaborations are key to strengthening the growth of both clubs and players, while also deepening the bond with fans to elevate Liga F as one of the most competitive and respected leagues in the world."
In terms of commercial activity around the 16-team Liga F, in May, it was unveiled that Moeve, the Spanish energy firm previously called Cepsa, will be the competition's title sponsor between the start of the upcoming 2025-26 season and the end of 2027-28.
LaLiga's new season will begin on August 15, while the 2025-26 Liga F campaign will get underway over the weekend of August 30 and 31.
