Spanish soccer’s elite LaLiga has renewed its regional partnership with airline Iberia for the Latin American market.
The partnership will continue for the third consecutive season, with Iberia bringing activations, events, and other content for fans and Iberia customers across the region.
LaLiga is immensely popular in many Spanish-speaking territories across Latin America, with the region having provided hundreds of players and numerous managers for the league over the years.
Prominent Latin American players currently competing in LaLiga include Brazil’s Vinicius Junior and Rodrygo at Real Madrid, Raphinha at Barcelona, and Argentina’s Julian Alvarez at Atletico Madrid.
Iberia has been an official sponsor of LaLiga in Latin America since 2023, and prior to that already had a significant sponsorship presence in Spanish soccer, through a role as the official airline partner of the country’s men’s and women’s national teams until 2026. The company has held that position since 2018.
For its part, Iberia is a prominent sponsor of Spanish sport, having, earlier in 2025, agreed a deal to partner the Spanish Copa del Rey and Endesa Mini Cup domestic basketball competitions, as well as the EuroLeague Women Final Six international tournament.
Elsewhere, LaLiga has also announced a new regional partnership with sportsbook operator King Group for its BetKing brand, which becomes the official betting partner of the competition in Ukraine.
BetKing branding will be present across LaLiga fixtures broadcast in the Ukrainian market, which are shown on OTT service Megogo, which has held the rights since 2018.
Additionally, the pair will collaborate on marketing initiatives in the region.
Speaking on the deal, LaLiga managing director of business Jorge de la Vega commented: “Together, we will develop initiatives that strengthen the bond between supporters and our competition, a global benchmark in professional football."
Three Ukrainians currently compete in LaLiga, including national team goalkeeper Andriy Lunin of giants Real Madrid, and winger Vikto Tysgankov of Girona, as well as his Girona teammate and goalkeeper Vladyslav Krapyvtsov.
