October 10 – LaLiga has announced a three-season commercial partnership with Saudi Arabia’s Riyadh Season – a series of entertainment, cultural, and sporting events held in the kingdom’s capital of Riyadh – become an official sponsor of Spain’s top football division until 2027.
LaLiga’s has targeted the Middle East and North Africa (MENA) region for further expansion. Although LaLiga does not have a dedicated office in Saudi Arabia, it operates out of Dubai, with a strong presence across the broader MENA region.
The Spanish Super Cup has been hosted in Saudi Arabia for the past three editions, including adopting a new tournament format for the country. Reports suggest that the competition will remain in the Kingdom until at least 2029, further strengthening the ties between Spanish football and Saudi Arabia.
The agreement was signed by LaLiga President Javier Tebas on Wednesday, who highlighted the strategic importance of Saudi Arabia to LaLiga, noting the “immense passion that Saudi football fans have for the Spanish league”.
He added: “LaLiga is committed to fostering the growth of the sports and entertainment industry in the Kingdom by supporting distinguished initiatives like Riyadh Season.”
Both partners have pledged to organise promotional activities and joint initiatives targeting football fans and visitors to Riyadh Season in an effort to enhance its appeal as a “global destination”.
The partnership comes on the heels of Atletico Madrid’s recent high-profile deal with Riyadh Air, which secured the naming rights for the club’s stadium for the next nine years.
Riyadh Season joins a lineup of major sponsors for the 20-team league, including brands like EA Sports (main partner), Puma, San Miguel, BKT Tires, Panini, and Sorare.
Many LALIGA stars have also departed for the Saudi League project, including Ballon d’Or winner Karim Benzema and former Real Madrid captain Nacho Fernandez.
Contact the writer of this story, Harry Ewing, at moc.l1735223624labto1735223624ofdlr1735223624owedi1735223624sni@g1735223624niwe.1735223624yrrah1735223624