THE BLOG BY CPD FOOTBALL | The World of Indian football and beyond by Chris Punnakkattu Daniel

LaLiga appoints IMG as exclusive agency for global sponsorships


LaLiga, Spain’s top-flight football competition, has appointed IMG, a global leader in sports, events, media and fashion, as its exclusive commercial agency for global sponsorship agreements.

The long-term deal will see IMG market packages to attract new global LaLiga partners. IMG and LaLiga will develop innovative sponsorship packages, taking advantage of the league’s content and technology to help promote brands.

The agreement with IMG comes as LaLiga is experiencing rapid growth after embarking on an ambitious international expansion journey. The league is working hard around the globe to grow its fanbase and to fuel passion amongst existing fans. Additionally, LaLiga is committed to helping grow football around the world, as love for the sport in general generates fans for LaLiga.

Adolfo Bara, SVP & Managing Director, Football Events, IMG, said: “We are excited to be representing one of the best football leagues in the world. LaLiga has huge global appeal and provides a fantastic opportunity for brands looking to tap into a worldwide audience of almost three billion with broadcast spanning 185 countries. We look forward to leveraging the full resource and capability of IMG’s global sales team to identify and secure the best possible partnerships for LaLiga.”

“This agreement with IMG will certainly accelerate our international growth,” said Oscar Mayo, head of international development at LaLiga. “IMG’s expertise combined with a powerful brand like LaLiga will create numerous opportunities for partners and for LaLiga.”

LaLiga has existing global deals with 20 international partners including Nike, EA Sports, Tag Heuer, Santander, Sportium, Mahou, ElCorte Inglés and Unilever’s Clear Men and Rexona brands, as well as nine national sponsors.

IMG’s football sponsorship client portfolio also includes CONMEBOL through FC Diez Media – IMG’s JV with Perform Group – and Chinese Super League (CSL).