Trading broker Exness has announced a new multi-year partnership with Spanish soccer’s elite-tier LaLiga competition that sees it become a regional partner of the league in Latin America.

Through the deal, which will run for two years across the 2023-24 and 2024-25 seasons, Exness will activate across Latin America using LaLiga’s brand in order to grow the broker’s reach across soccer fans on the continent.

These activations will include LaLiga teams themselves as well as players both past and present collaborating to activate alongside Exness in some of the world’s most fervent soccer markets.

Speaking on the partnership, Exness chief marketing officer Alfonso Cardalda stated that the company can now tap into a region where soccer is a “way of life”, with LaLiga executive director Jorge de la Vega adding his hopes that the partnership would see the two “reach new levels of success” in the region.

LaLiga, known as LaLiga EA Sports for sponsorship reasons, already boasts a number of high-profile global partners including technology giant Microsoft, beverage brand San Miguel, tire brand BKT, and official travel destination Saudi Arabia.

The league has a strong presence in Latin America due to the common Spanish language of its presentation, as well as the long history of Latin American stars coming to play in the competition.

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Across the majority of Latin America, the league is broadcast by Disney-owned sports giant ESPN in a number of major markets across Latin America including Argentina, Chile, and Brazil, where the broadcaster renewed for five years in 2020, through to the end of the 2024-25 season.

Earlier in March, LaLiga became the first soccer league to reach 10 million subscribers on free video content platform YouTube.

LaLiga’s YouTube channel has accumulated more than 3 billion total views according to the league, indicating its rampant popularity globally, with markets such as Indonesia, Mexico, the US, and India boasting the most subscribers outside of Spain itself.