Iberia becomes an official sponsor of LALIGA in Latin America

LALIGA and Iberia have reached a sponsorship agreement for the airline to become an official sponsor of the Spanish competition starting on the 23/24 season. Both are Spanish companies that will bring the best of entertainment, culture, and fun to thousands of fans in Latin America, an important region both organizations.

The sponsorship between Iberia and LALIGA, will bring different kind of activations, events, and content for fans in LATAM. These actions have the goal to celebrate the Spanish soccer and share all the passion and excitement the competition has with fans in Latin America.

The sponsorship coincides with a very important moment for both companies. For Iberia, the airline is in a year where its main strategic focus is strengthening its commitment to the markets in Latin America, a region where it operates 18 destinations in 16 countries. This effort has allowed Iberia to achieve record flight numbers and consolidate its leadership in connectivity between Latin America and Europe. On the other hand, LALIGA is celebrating a new era with a transformation that includes a major brand evolution, touching on strategy and positioning, but also extends to tangible changes in LALIGA’s audiovisual broadcasting and digital ecosystem.

Javier Tebas, President of LALIGA, mentioned: "We are delighted to collaborate with such a solid company as Iberia which shares the same values as LALIGA. We both have the goal to keep growing in Latin America, mostly due to the cultural proximity that unites us. Through soccer and aviation, we will be able to transmit experiences and emotions to all our fans to enjoy the best of LALIGA."

Fernando Candela, President and CEO of Iberia, "Connecting people with the world it’s Iberia’s essence, through this agreement, we will also be able to bring the enthusiasm and excitement of Spanish soccer to Latin America. This sport has shown that it is a meeting point between both cultures, and together with LALIGA, we want to continue building the bridges that connect both regions. It is also worth noting that this union is also part of our 'Talento a bordo' (Talent on Board) project, through which we aim to promote disciplines such as sports, culture, and music, among others."

Two leading brands according to Brand Finance

The agreement between both companies also coincides with the brand recognition that Iberia and LALIGA have, as both companies have recently been awarded by Brand Finance, an international consultancy that calculates the value and Brand Strength Index of leading companies and organizations.

In 2023, LALIGA has not only remained one of the 50 most valuable organizations in the ranking of Spain but has positioned itself as the most valuable brand in the sports industry in this edition, reaching its highest historical value in the Brand Finance Spain 100.

According to the consultancy, Iberia is also the most valuable brand related to the tourism sector in Spain. According to this ranking, which assesses the brand value of companies in the country and its contribution to the business itself, Iberia is ranked 22nd overall this year, improving 10 positions compared to 2022, which in turn represents one of the most positive evolutions in the ranking.