By Mark Baber
November 27 – Danone’s one-season sponsorship of La Liga taking them to the end of the 2015-16 campaign, has been confirmed. The deal will see the food and dairy products company become an official supplier of Spain’s top two leagues.
The partnership will give Danone exposure through television and print campaigns and across La Liga’s digital channels, including Twitter and Facebook, whilst the two parties will work together to promote a healthy lifestyle and nutrition.
Financial terms were not disclosed, although reports suggest La Liga sponsorship varies between €1-5 million per season, depending on the amount of advertising included. No detail of any extension of the deal has been announced, though it would be unusual not to see some for of continuation having got this far.
Danone said the sponsorship agreement “reflects the commitment that the company has to the power of sport as a tool for promoting a healthy lifestyle and the transmission of values, such as teamwork and camaraderie.”
The company says the sponsorship continues its tradition of promoting “an improvement in lifestyle and food” which began with its sponsorship of the 1992 Summer Olympics.
Danone, who along with drinks manufacturer Cola-Cao have been late to join the La Liga sponsorship party, join other sponsors including Samsung, Wortgen and Mazda. La Liga’s commercial director Adolfo Bara continues his efforts to replace the BBVA title sponsorship of La Liga which will end on 30 June 2016.
Danone, which has factories in Madrid, Barcelona, Asturias and Valencia, and markets its products worldwide also supports grassroots sport through the Danone Sports Schools Social Programme and the Danone Nations Cup.
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