January 9 – Spain’s LaLiga is continuing to push its footprint beyond its borders, renewing and expanding its partnership with Polish sports drink brand Oshee with the new agreement stretching across 43 European markets.
Under the renewed partnership, LaLiga and Oshee will continue with co-branded marketing campaigns and fan engagement initiatives, including limited-edition Oshee cans featuring some of the league’s biggest stars.
The player lineup reflects LaLiga’s blend of global superstars and the league’s own fresh talent, with Oshee highlighting Lamine Yamal and Robert Lewandowski of Barcelona, Kylian Mbappé and Jude Bellingham of Real Madrid, Julián Álvarez at Atlético Madrid, Nico Williams of Athletic Club, Mikel Oyarzabal of Real Sociedad, Georges Mikautadze at Villarreal, and Antony of Real Betis.
The activation plan extends well beyond packaging with in-person promotions, TV, and digital advertising, aimed at meeting fans where they already are rather than asking them to come to the league.
Past campaigns have often revolved around El Clásico, LaLiga’s most prestigious rivalry, and that focus is expected to continue.
No value was given for the sponsorship.
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