Spanish football’s organising body, La Liga, has announced a sponsorship deal with drinks giant Pepsi which will see the soft drink become its official sponsor in Guatemala.

The deal, which is effective immediately, will run until the conclusion of the 2021/22 season and will see both brands work together to promote both La Liga and Pepsi across the country. 

The promotional activities will see the brands appear at restaurants, supermarkets, convenience stores and residences and will use various distribution channels to maximise its outreach.

Óscar Mayo, La Liga’s international development director, commented on the deal: “The collaboration agreement with Pepsi in Guatemala represents another step to join companies that share our values and principles. We want to work with Pepsi in the coming years and help it achieve its goals through our competition.”

Pepsi, who has recently linked up with DraftKings in an attempt to elevate NFL engagement, is already the official sponsor for the Guatemala’s international football team, and sees the deal with La Liga expand its sponsorship portfolio within the Central American country. 

Carlos Torres, Pepsi’s brand manager in Guatemala, added: “We are very excited to bring this news to Guatemalans, where the goal is for our consumers to enjoy the passion of football and carry out unique promotional activities, such as visiting Spain to experience the matches of their favourite teams and getting to know the different cities of the country.”

The sponsorship deal with Pepsi will see La Liga receive added exposure akin to the leagues recent partnership with blockchain-powered cryptocurrency exchange GCOX and could see the competition benefit from an increase in fans.