According to information from Cope, LaLiga will change naming at the end of the current season, for a five-year contract with the new chosen sponsor, who will replace Santander.
The Spanish championship will live its last season under the name of LaLiga Santander. According to information from Cope, a new sponsor has been found for the naming of La Liga. The name of the chosen company will be announced in August, for a five-year contract.
Revenues on the rise
Title partner of LaLiga since 2016, Santander is the first Spanish bank. During the last contract, signed in April 2021, the lease had been extended for two seasons, plus one as an option. Finally, Javier Tebas, president of the Spanish league has found something better and will allow his championship to significantly increase the income linked to this naming.
Prior to Santander’s arrival, LaLiga was tied to BBVA, another bank. The name of the future title sponsor, however, has not filtered. For five years, the overall income of the Spanish championship has increased by 300%, excluding television rights, despite the loss in recent years of stars like Lionel Messi, Cristiano Ronaldo or Sergio Ramos.
Last August, the Spanish clubs had ratified the agreement to sell 10% of the capital of LaLiga to the investment fund CVC Capital Partners., for an operation estimated at 2.7 billion euros, enough to bail out the clubs after the coronavirus pandemic. Champion of Spain and Europe in title, Real Madrid had refused this agreement like FC Barcelona and Athletic Bilbao.