The Spanish bank agreed a three year deal, with the option of an additional season, in a move that will see the league rebranded: LaLiga Santander. The second highest division in Spanish football, known as the Segunda Division, will now be known as as LaLiga 1l2l3, in reference to Santander's current account of the same name.
Santander replaces fellow multinational Spanish banking group Banco Bilbao Vizcaya Argentaria, S.A. (BBVA) who became title sponsors of the league in the 2009/09 season but opted not to renew its contract with La Liga.
As the new title sponsor Santander will not only benefit from image and partnership right including advertising presence for televised matches, field of play branding, joint digital development, ticketing and experiences.
Rami Aboukhair, Banco Santander Spain’s general manager, described la Liga as “the best football league in the world,” said the partnership would boost the momentum of the bank’s commercial network in Spain.
LaLiga president, Javier Tebas, said Santander was “the perfect partner to help us grow LaLiga internationally”.
He added: “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.”
Until now it looked as if Spain's top tier may follow the English Premier League's lead by opting to run a clean brand strategy without an title sponsor, however Santander's global reach will serve as a significant driving force in the league's efforts to grow its global appeal and reach.
Santander’s investment represents a further boost to La Liga’s global commercial credentials which have been strengthened recently through new commercial deals with TAG Heuer and Nike. La Liga also announced that as part of its continued global expansion it is opening a new office in Nigeria.