MADRID, Spain, July 21, 2016 /CNW/ -- Santander was today announced as the new title sponsor of LaLiga, forming a long-term strategic partnership between two Spanish success stories.
The partnership, which runs until at least 2019 - with the option of an additional season, was announced at a news conference at Santander's Madrid headquarters. It will see the league branded LaLiga Santander, while the Segunda Division will be now known as LaLiga 1l2l3, in a reference to Santander's current account of the same name.
With the new partnership LaLiga meets the objective of working with an internationally renowned firm. LaLiga and Santander will work together focusing in strategic markets on brand creation, digital development and innovation.
The contract gives advertising presence for Santander in televised matches from LaLiga Santander and LaLiga 1l2l3, as well as field of play branding, joint digital development, ticketing and experiences. Santander will also benefit from image and partnership rights to LaLiga.
Banco Santander has been sponsoring football competitions in Latin America for the last eight years, which has enabled it to become one of the most linked brands with the sport in the region. Today it is the official bank of the Libertadores Cup.
Santander's investment is a further boost to LaLiga's global commercial credentials, following the announcement of recent partnerships with Nike and TAG Heuer. On Friday, LaLiga will continue its global expansion by opening a new office in Nigeria.
Javier Tebas, President of LaLiga said: "Santander is the perfect partner to help us grow LaLiga internationally. Whilst Santander's financial investment is significant, this deal is about more than money. Banco Santander can help us grow and keep being the best league in the world."
Rami Aboukhair, General Manager, Banco Santander Spain, highlighted in the presentation the importance of joining "the best football league in the world: the league of our country", said the momentum that will bring the commercial network in Spain and highlighted the permanent support of Banco Santander to the sport, with which it shares values such as "passion, closeness, effort, talent and teamwork."
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