Spanish soccer’s LaLiga has announced a new three-year global sponsorship deal with battery manufacturer Duracell.

Under the agreement, the brand will serve as the league's official partner of added time, starting in the 2026-27 season.

Duracell will have a presence through stoppage-time displays at matches, as well as activations in stadiums, broadcasts, and digital platforms through the 2028-29 season.

The partnership was unveiled by both parties in Barcelona today ahead of the latest ‘El Clasico’ fixture between the Catalan side and Real Madrid at Camp Nou on Sunday (May 10).

For the first time in the history of the fixture, Barcelona can secure the LaLiga title directly against their fierce rivals with a win.

In terms of recent commercial activity, LaLiga announced a regional partnership last month with Polymarket, the cryptocurrency-based prediction market firm, covering North America.

Meanwhile, Duracell recently renewed its partnership with Major League Soccer club Inter Miami in a multi-year agreement.

The 2025-26 LaLiga season will conclude on May 24.