Spanish men’s soccer’s LaLiga professional structure has brought in Iberia Airlines as a sponsor in Latin America.
LaLiga said yesterday (July 6) when announcing the deal that the tie-up, which takes effect from the start of the 2023-24 season, “will bring different kinds of activations, events, and content for fans in Latin America.”
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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.
Javier Tebas, LaLiga’s president, said: “We are delighted to collaborate with such a solid company as Iberia which shares the same values as LaLiga. We both have the goal to keep growing in Latin America, mostly due to the cultural proximity that unites us. Through soccer and aviation, we will be able to transmit experiences and emotions to all our fans to enjoy the best of LaLiga.”
Fernando Candela, Iberia’s president and chief executive, added: “Connecting people with the world is Iberia’s essence, and through this agreement, we will be able to bring the enthusiasm and excitement of Spanish soccer to Latin America. This sport has shown that it is a meeting point between both cultures and together with LaLiga, we want to continue building the bridges that connect both regions.”
Latin American icons currently playing in LaLiga include Vinicius Junior, Eder Militao, and Rodrygo at Real Madrid, Raphinha at Barcelona, and Rodrigo De Paul and Angel Correa at Atletico Madrid.
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By GlobalDataWhile LaLiga does not have a full office in South America, it does have four delegates there, operating in Argentina, Brazil, Colombia, and Peru. It also has an office in Mexico.
Iberia already has 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.
LaLiga, meanwhile, has recently unveiled the new monikers its competitions will adopt as it prepares to enter its inaugural season with title sponsor EA Sports, the video game developer, in August.
The top-tier division will be named LaLiga EA Sports, while its second division will be renamed LaLiga Hypermotion in homage to the motion capture technology used by the developer for its Sports FC video game.
The new league titles come as LaLiga attempts to position itself to reach a younger audience, replacing the traditional league image connected to previous title sponsor Santander, the Spanish bank.
June saw LaLiga announce a major rebrand that sees it lose the prominent multicolored wheel that has been featured on the organization’s insignia for 30 years, replaced with a red double-L, representing LaLiga’s initials.
In addition, last month LaLiga announced a deal with digital sports platform and e-commerce company Fanatics – the brand's first-ever partnership with a major European soccer league.
