Villarreal CF, of Spanish soccer’s top-tier LaLiga, has announced a new partnership with global sports marketing agency Sportfive as it looks to boost its commercial portfolio.
Under the multi-year agreement, Sportfive becomes Villarreal’s exclusive partner for virtual advertising, LED production, and commercialization, with the agency to focus on maximizing the club’s advertising inventory across LaLiga and Copa del Rey home matches at Estadio de la Ceramica.
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Juan Antón de Salas, commercial director at Villarreal CF, said: “Partnering with Sportfive allows us to further enhance our commercial strategy and unlock the full value of our media and advertising assets.
“Their global reach, market expertise, and innovative approach to virtual and LED advertising will enable us to attract new partners, grow internationally, and deliver greater value across our sponsorship ecosystem.”
As part of its role, Sportfive will oversee the club’s LED and virtual advertising operations, including full sales execution, strategic planning, and implementation.
The agency said it will aim to use its ability to combine data-driven strategy, international sales capabilities, and advanced technology to unlock new international opportunities while maintaining strong visibility and activation for domestic partners.
Specifically, the partnership will create tailored, market-specific integrations that will enable Villareal to connect with key growth territories in a localized way.
The new partnership comes amid a growth period for the club, which finished third in the league for the 2025-26 season, behind Spanish giants Barcelona and Real Madrid.
For Sportfive, the new partnership serves as an opportunity to consolidate its position in Spain, having established major strategic partnerships with top-class soccer clubs on commercial growth projects.
Last year, the agency renewed its partnership with Real Madrid to distribute Real Madrid TV worldwide and retain its position as an authorized hospitality sales agency for home matches at the Santiago Bernabeu.
It also has an internationalization partnership with Atletico Madrid focused on growing the club’s visibility in China and North America, and was hired by the RFEF governing body as a strategic advisor for international media rights for the Copa de la Reina and Supercopa de España Femenina women’s domestic cup competitions.
Sergi Vieta, managing director – sales at Sportfive, said: “This partnership with Villarreal CF is a strong addition to our international portfolio and reflects our focus on driving sustainable commercial growth for rights holders.
“By combining our global sales capabilities, data-driven pricing, and advanced virtual and LED solutions, we are well-positioned to maximize the value of the club's inventory and deliver high-quality, targeted opportunities for brand partners worldwide.”
