Danone has agreed terms with the Spanish football league La Liga to become an official sponsor.
The Parisian-based food company will become an official supplier for the top two tiers of Spanish football - the Liga BBVA and Liga Adelante - for the rest of the 2015/16 season.
The sponsorship will consist of print, television and digital campaigns, with messages promoting an active lifestyle and healthier diet.
Running the sponsorship over the second half of the season is likely to further increase brand awareness for company given the heightened interest in the league as title deciding games such as the Classico fixtures draw closer.
Danone’s involvement in sports sponsorship in Spain stems back to the Barcelona 1992 Olympic Games. Since then the company has rolled out production facilities in Madrid, Barcelona, Asturias and Valencia. It also supports grassroots sport through the Danone Sports Schools Social Programme and the Danone Nations Cup.
Earlier this year the health conscious company, which also owns Volvic and Evian, appointed independent agency HeyHuman as its digital and social agency to drive a more insight-driven approach to shift perceptions of its water brands.