Spanish soccer’s top-flight LaLiga has unveiled beer brand Mahou San Miguel as a new global sponsor until 2027.

Under the five-year agreement, the Spanish brewer will serve as a sponsor of the league both in Spain and internationally.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Mahou will replace US brewing giant Budweiser as a global sponsor of LaLiga in the beer category.

The company will use the LaLiga sponsorship to promote its Mahou, San Miguel, Alhambra, and Founders brands.

The league will “contribute to the brand’s international visibility” through its network of delegates and offices around the world.

Mahou is keen to use the partnership to grow its footing in global markets such as the UK, Germany, Portugal, Italy, and the US.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The brand already has a strong presence in Spanish soccer as it sponsors 15 teams in different categories.

LaLiga’s global sponsorship portfolio also includes Puma, Microsoft, Sorare, BKT, Dapper Labs, LiveScore, and Socios.com.

Spanish bank Santander is the league’s main sponsor and naming rights partner.

LaLiga recently agreed a two-and-a-half-year deal with TVM, the South Korean metaverse-building technology firm.

Javier Tebas, president of LaLiga, said: “At LaLiga, we understand that this partnership with Mahou San Miguel represents the natural evolution of the relationship we have been building for ten years.

“We are convinced that we are going to achieve new visibility in Spain and internationally with this partnership.”

Alberto Rodríguez-Toquero, chief executive of Mahou San Miguel, added: “This agreement is much more than a sponsorship. It’s a reflection of our historic ties to football.

“Having LaLiga as a partner will enable us to strengthen our ties to fans and to offer them content and unique experiences around football in Spain and outside of it.”