Airbnb, the online accommodation booking service, has secured a major partnership with Spanish soccer’s top-tier LaLiga as it continues to capitalize on the growing sports travel industry.
Airbnb joins as an official sponsor of LaLiga and will gain branding exposure during matches starting from the 2025-26 campaign, working alongside the league to develop initiatives throughout the season.
The deal, which will last “several seasons,” is Airbnb’s latest move to build out its sports portfolio amid falling demand in the US due to President Donald Trump’s trade policies and a backlash against the business in tourism hotspots across Europe.
It also comes despite a hostile response from locals against Airbnb, which recently saw the Spanish government block more than 65,000 holiday rental listings on its service in densely populated cities.
The company has since turned its focus to the growing sports travel industry, having secured a major, multi-tournament partnership with world soccer’s governing body FIFA in June covering the recently completed Club World Cup competition, as well as the upcoming men’s 2026 World Cup and 2027 Women’s World Cup.
According to a Deloitte study, Airbnb stays during the World Cup are expected to contribute $3.6 billion to host city economies.
Earlier this year, the booking service also announced a three-year deal with the Tour de France and Tour de France Femmes, the men’s and women’s road cycling tours.
