March 29 – Spanish car maker SEAT has expanded its sponsorship with the Spanish Football Federation (RFEF) to encompass the men’s national team at the 2018 Russia World Cup.
SEAT renewed its one-year sponsorship of the Copa del Rey last September, in a deal which sees marketing leverage across SEAT dealerships throughout Spain, as well as presence within global broadcasts of matches.
The deal with the Spanish national team, one of the favourites for the World Cup in Russia and who beat Argentina in a friendly 6-1 this week, will push SEAT’s brand deeper into international markets.
The RFEF last had Nissan as an automotive sponsor in 2014 in a reported €3 million three-year deal that expired at the end of the Brazil World Cup when Spain relinquished their World Champion crown to Germany.
The RFEF has been struggling to maintain its sponsorship revenue in the wake of a corruption scandal that led to the arrest and removal of long-term RFEF president Angel Maria Villar and implicated other high ranking federation official as well as Villar’s son Gorkar.
Industry estimates reckon RFEF’s sponsorship revenue fell by 22% to €32.2 million in 2016, and to €25 million in 2017.
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