BrandArena: LaLiga rebrands leagues, confirms end of title sponsorship model

Monday 4 July 2016

LaLiga rebrands leagues, confirms end of title sponsorship model

Spain’s LaLiga has officially rebranded itself for the 2016/17 season with the ending of the BBVA title sponsorship deal. LaLiga and LaLiga2 are now the official names for the top two tiers of the league.

A statement from La Liga said ‘the strategic decision not to have a title sponsor for the competition is a method for LaLiga to strengthen its commitment to its own brand and further extend the global reach of the best competition in world football.’

La Liga had been actively seeking a sponsor to replace BBVA, whose deal was estimated to be worth €23.5 million (US$31.2 million) per year. Reports suggested the league was seeking an increased €25 million per year from a company with a presence in at least 80 countries.

BBVA was the sponsor for LaLiga for ten seasons and oversaw a total of 3,040 top-flight fixtures, 4,620 in the second tier and 42 playoff ties, which were introduced in the 2010/11 campaign in order for the teams that finish third, fourth, fifth and sixth to battle it out for promotion to the top tier.

According to Bloomberg, La Liga’s total annual sponsorship revenue has more than doubled since 2013 to €75 million, and the league’s aim is to reach €100 million by 2019.

No comments:

Post a Comment