La Liga has confirmed a new long term commercial partnership with IMG, as Spain’s top league division seeks to expand its global reach through new and innovative sponsorships.  

The long-term deal will see IMG market packages to attract new global La Liga partners. IMG and LaLiga will develop innovative sponsorship packages, taking advantage of the league’s content and technology to help promote brands.

Adolfo Bara, SVP & Managing Director, Football Events, IMG, commented: “We are excited to be representing one of the best football leagues in the world. LaLiga has huge global appeal and provides a fantastic opportunity for brands looking to tap into a worldwide audience of almost three billion with broadcast spanning 185 countries.

“We look forward to leveraging the full resource and capability of IMG’s global sales team to identify and secure the best possible partnerships for La Liga.”

Oscar Mayo, head of international development at La Liga added: “This agreement with IMG will certainly accelerate our international growth. IMG’s expertise combined with a powerful brand like La Liga will create numerous opportunities for partners and for La Liga.”

The extension comes as La Liga continues on a path of continued growth and expansion, seeking to provide fans with more engaging and insightful content.

La Liga has existing global deals with 20 international partners including Nike, EA Sports, Tag Heuer, Santander, Sportium, Mahou, ElCorte Inglés and Unilever’s Clear Men and Rexona brands, as well as nine national sponsors.

IMG’s football sponsorship client portfolio also includes Conmebol through FC Diez Media – IMG’s JV with Perform Group – and Chinese Super League (CSL).

Three of the four Spanish sides progressed from the Uefa Champions League group stage, whilst Valencia joined, Sevilla, Villareal and Real Betis in the last 32 of the Europa League.