April 27 – LaLiga has expanded its sponsorship portfolio in Nigeria, a key African market for the English Premier League, with the signing of another regional sponsor, multi-national beverage company AJEAST Nigeria, the makers of Big Cola.
Under the deal AJEAST Nigeria will gain access to intellectual property and marketing rights, tickets and hospitality, merchandising, rights to digital assets and social media, public viewing events for El Clasico, access to trophy tours and exclusive club content.
LaLiaga’s Head of Global Partnership Sales, Gregory Bolle, who has spearheaded LaLiga’s fast expanding regional sponsorships, said: “LaLiga loves Africa and Nigeria is a strategic country for us because of its fans and numerous football talents such as Francis Uzoho of Deportivo La Coruna and Etebo Oghenekaro of UD Las Palmas.
“LaLiga is proud to kick off this partnership with a leading beverage brand such as Big Cola and the action will allow our millions of Nigerian LaLiga fans to further engage with the best league in the world.”
Bolle has established a range of sponsorship packages and engagement options that have taken a big lead over European rival leagues who have tended to watch their big clubs take the initiatives in terms of regional sponsors and instead focussed on creaming the less sales intensive broadcast revenues from international markets.
LaLiga has invested in establishing an office in the country and has reached out to local football bodies including the MoU signing with the NPFL, the NPFL All-Star trip to Spain as well as the NPFL coaching seminar for youth coaches in Nigeria.
In March LaLiga has expanded its regional sponsorship coverage in Africa with telecoms giant MTN Group in a deal with MTN Ivory Coast. LaLiga has telecoms deals covering North Africa and the Middle East with Irancell and Zain Sudan.
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