LaLiga Signs Global Deal With Mahou San Miguel

LaLiga have signed a new five season agreement with Mahou San Miguel, consolidating a relationship between the two that goes back over a decade.

The brewer will be a sponsor both in Spain and internationally, which will enable its Mahou, San Miguel, Alhambra and Founders brands to also strengthen their presence outside of Spain.

At the event, held at the LaLiga headquarters in Madrid, Alberto Rodríguez-Toquero, CEO of Mahou San Miguel, and Javier Tebas, president of LaLiga, stressed the importance of a collaboration that goes back over a decade and strengthens the commitment of the two organisations to football, the clubs and the fans.

The brewer already sponsors 15 Spanish teams in different categories and, thanks to this global sponsorship agreement with LaLiga, it will strengthen the presence of its most iconic brands outside Spain, especially in markets like the United Kingdom, Germany, Portugal, Italy and the United States.

“This agreement is much more than a sponsorship,” said Alberto Rodríguez-Toquero, CEO of Mahou San Miguel. “It’s a reflection of our historic ties to football and of our company purpose: to create moments of unity and connection that improve people’s lives. Without a doubt, this sport generates incomparable moments.

“Having LaLiga as our traveling companion will enable us to strengthen our ties to fans and to offer them content and unique experiences around football in Spain and outside of it.”

Javier Tebas, president of LaLiga, indicated added: “At LaLiga we understand that this partnership with Mahou San Miguel represents the natural evolution of the relationship we have been building for ten years.

“We are both leaders and inspiring brands, and we have common values. We are convinced that we are going to achieve new visibility in Spain and internationally with this partnership.”

Image: Alberto Rodríguez-Toquero, CEO of Mahou San Miguel & Javier Tebas, president of LaLiga