La Liga’s VW deal shows how bundled sponsorships can elevate both the men’s and women’s game, raising questions about whether the WSL should take notes.
La Liga and its female counterpart, Liga F, have named German car manufacturer Volkswagen as an official sponsor.
Announced on August 4, the partnership names Volkswagen as the official car of both competitions. As part of the agreement, Volkswagen will collaborate with La Liga and all 42 clubs competing in La Liga EA Sports and La Liga Hypermotion, as well as the 16 clubs in Liga F, across a range of initiatives.
“This agreement makes perfect sense for us because it connects two passions deeply rooted in society: football and cars,” said Enrique Pifarré, General Manager of Volkswagen Spain.
“Through this partnership with La Liga and Liga F, we aim to get closer to those who live sport with passion, accompanying them with more sustainable, innovative, and emotionally engaging mobility.”
In addition to financial backing, the partnership aims to increase the visibility of women’s football. Volkswagen also plans to launch several joint initiatives with La Liga and its clubs, focused on sustainability and fan engagement.
Strength in numbers or better kept separate?
Football has a long history of partnerships with car manufacturers. Manchester City had Swedish automaker Saab as its first front-of-shirt sponsor during the 1982/83 season.
Volkswagen itself has a strong track record – from 2018 to 2022, it served as the official mobility partner of UEFA, supporting high-profile competitions such as the UEFA Euro, the Nations League and the Under-21 European Championship.
More recently, the brand sponsored the UEFA Women’s Euro 2025 in Switzerland, acting as a main sponsor for 7 of the 16 participating national teams.
Cars are undeniably a universal product and Volkswagen has consistently featured in mutually beneficial partnerships in the world of football. However, this latest agreement signals a different commercial strategy compared to what is typically seen in English football.
In Spain, La Liga and Liga F operate separate commercial divisions. La Liga manages men’s broadcast, sponsorship and licensing rights through its in-house team, while Liga F has a dedicated arm handling the women’s domestic portfolio.
Despite this, crossover deals are not uncommon. The Volkswagen partnership reflects this approach.
Another example is fintech firm Moeve Global, the title sponsor of Liga F Moeve, which simultaneously holds official partner status across La Liga’s top-tier competitions, including La Liga EA Sports, La Liga Hypermotion and the inclusive La Liga Genuine project.
Bundling men’s and women’s rights into one package allows brands like Volkswagen and Moeve to engage with the entire spectrum of Spanish football. This strategy offers broader reach and more cohesive brand activation compared to standalone deals.
A different approach in England
English football takes a more segmented approach. The Premier League and Women’s Super League (WSL) operate through independent commercial departments. The Premier League’s in-house team manages all rights for the men’s game, while the WSL is run by Women’s Professional Leagues Limited (WPLL), which handles women’s domestic rights.
Currently, the only commercial deal spanning both leagues is with Barclays Bank, which serves as the title sponsor of the WSL and the official banking partner of the Premier League.
In recent years, women’s football in the UK has grown rapidly and often aims to distinguish itself from the men’s game, both culturally and commercially.
Speaking to Insider Sport last year, Queenie Porter, VP of West Ham Women’s team, emphasised that the two markets offer different opportunities. She pointed out that traditional men’s sponsors, such as gambling companies, may not resonate in the women’s game, which is often positioned as more family-friendly.
This desire for independence and a unique identity has contributed to the limited crossover in UK sponsorships. However, as seen in Spain, joint partnerships can still offer significant value to both sides.
Without full details of the Volkswagen deal, it’s possible that the women’s game in Spain may benefit from the visibility and maturity of the men’s league, potentially opening doors to more valuable or future partnerships.
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