October 1 – LaLiga and Unilever have reached a worldwide sponsorship agreement for Unilever’s Clear Men and Rexona brands in a deal that covers the remainder of this season and the 2019/20 and 2020/21 campaigns.
The significance of this deal is that it is the league’s first global sponsorship that is not directly tied or associated with the commerce of football. LaLiga’s other global sponsors are Nike (apparel), EA Sports (video games) and Tag Heuer (timing). League title Santander is a global sponsor but primarily activates in the domestic Spanish and Latin American markets.
Unilever will promote its brands across markets globally and throughout the year. Clear Men will be a global activation while Rexona will activate in the US as Degree; in Brazil, Mexico, Argentina, Central American countries, Russia, Spain, Germany and a large part of Africa, as Rexona; in the UK and Ireland, as Sure; and in South Africa as Shield.
Tri Tran Tue, Global Clear’s Vice President shared her excitement on this partnership. “We’re thrilled to form this partnership as LaLiga offers us a strong platform to leverage the Clear Men brand, through campaigns that cut across multiple channels and markets. We will bring fans closer to the action through unique and expansive content strategies, and campaigns that deliver our brand and product narrative.”
That content will include a weekly selected video highlight from LaLiga action that the brands can use across their own media out outreach channels.
LaLiga has had success selling a number of regional sponsorship partnerships and has opened offices in Dubai, Mexico, New York, Shanghai and Singapore. The regional deals have given a proof of concept for LaLiga’s global sponsorship proposition which Unilever has embraced.
The numbers are large. LaLiga claims 2.7 billion fans worldwide and growing. Unilever’s portfolio includes 400 brands in over 190 countries, with the company turning over €50 billion annually and reaching over 2.5 billion customers daily.
No figure was given for the sponsorship but estimates put the value at between €12 -14 million for term.
LaLiga president Javier Tebas said the partnership “is further evidence of LaLiga’s efforts to reach out to a global market, alongside a brand that’s as universally recognised as Unilever. This agreement is fantastic news, since we always aim to join forces with leading international brands and get closer to the millions of LaLiga fans around the world. We’ll achieve this thanks to our association with Clear and Rexona, two excellent brands.”
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