June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
The brewer is a big sponsor of Spanish football with various deals with 15 Spanish clubs, The new agreement will drive its brands – Mahou, San Miguel, Alhambra and Founders – in markets outside of Spain, and in particular the UK, Germany, Portugal, Italy and the US.
Javier Tebas (pictured right), president of LaLiga, said: “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.”
Mahou was founded in 1890 and acquired San Miguel in 2000. It has 10 beer production centres – eight in Spain and two in the US, producing more than 70% of the Spanish beer consumed outside of Spain. The brands are available inmore than 70 countries.
“This agreement is much more than a sponsorship. 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,” said Alberto Rodríguez-Toquero (pictured left), CEO of Mahou San Miguel.
“Having LaLiga as our traveling companion will enable us to strengthen our ties to fans and to offer them content and unique experiencesaround football in Spain and outside of it.”
No value was given for the deal.
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