The Spanish league “LaLiga” and Santander Bank have announced a strategic agreement to enable the renowned Spanish bank and famous Spanish soccer league to band together for the next three years, with the option of one more. So, the top division will be renamed LaLiga Santander and the second division, LaLiga 1|2|3, relating to the Cuenta 1|2|3 checking account, central to the bank´s sales strategy.
With this union, LaLiga completes the objective of associating itself with an internationally recognized firm, one with at least 121 million clients in Spain, the United Kingdom, Germany, Portugal, and Poland; and in Latin America´s Brazil, Argentina, México, Chile, and others; also in the United States.
The terms of the contract include: the rights to broadcast LaLiga Santander and LaLiga 1|2|3 games, the right to advertise along the playing fields, development of digital information, ticketing and other fan experiential privileges, along with image rights.
Rami Aboukahir, the bank´s general director and boss of Santander in Spain, highlighted the importance of “the best soccer league in the world: the league of our country,” then, he stressed the influence that this agreement will have on the commercial network for the bank before sharing the values that the bank shares with the sport, “passion, familiarity, effort, talent, and teamwork.”
“Santander Bank has what we were looking for, we were looking for an entity that would fill in what we are missing, internationally. We wanted a partner that would not risk our reputation and that would adhere to the rules and norms of Corporate Responsibility,” stated Javier Tebas, the President of LaLiga. He then added that “it is inevitable to talk about finances, but when we made this decision, the finances were not important. Today we looked for someone that would help us thrive as the best league in the world, and so it follows that we chose the best bank in Santander. As of today, the Spanish League will always be red hot.”
Santander Bank comes after eight years of sponsoring competitions in Latin America, which pushed the brand into one of the most well-known sporting brands in the region. Currently, the Bank is the official sponsor of the Copa Libertadores, the Champions League of Latin America. The Bank also supports and creates various local sponsorships to propel the sport.
