December 1 – Spain’s LaLiga has added another new global sponsor. Although no amount was announced for the deal, La Liga said it now expected to earn €70 million from sponsorship this year, more than double its annual sales of previous years.
Adolfo Bara, director of marketing, sponsorship and sales at Laliga, and who has led the success of LaLiga’s increased sales efforts, said: “Laliga is associated with a leading international company in its sector and does so in a very important for every week, the week of ‘El Clasico’ , the sporting event most watched in the world. And in a key moment in the process of Laliga internationalization , ”
Stihl is the league’s 20th partner. “Until four years ago we had four sponsors, almost all national brands, and we were earning around €30 million per year from sponsorships. In these years we have improved the product, we are attractive for international businesses and we are going to end the season making nearly €70 million in sponsorship revenue,” said Bara.
The launch event for the sponsorship saw LaLiga Fernando Morientes and Kiko Narvaez participate in game trying to score in a mini goal using two Stihl blowers. Fortunately they weren’t allowed to progress to chainsaws.
Bernhard Iber, Managing Director of STIHL in Spain, said: “For a company like ours that carries 30 years in Spain is a great pleasure to be part of the best professional league in the world, we are leaders in our industry and we have to unite the best.” That is a statement that the English Premier League’s sponsorship sales team would probably like to take a chainsaw to.
Bara also announced that as part of its international expansion plans, Laliga has recently opened offices in Nigeria and India and will continue working on its various international projects, mainly through its ambassadors.
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