MADRID: Spain’s league has signed up Mahou-San Miguel as sponsor of the Liga Nacional de Fútbol Profesional World Challenge until the end of 2016.
The co-ordinated club friendlies series was launched in 2014 as a means to boost the presence of La Liga, the top professional soccer division in Spain, in foreign markets by showcasing friendly matches in Europe, North and South America and Asia.
The competition is also used by the LFP as a way of promoting Marca España – a state-backed initiative aimed at boosting the country’s image within and outside Spain.
The chief executive of Mahou-San Miguel, Alberto Rodriguez-Toquero, said: “On one hand the link is with soccer and one with Spain, because we share many values. As a Spanish company we are honoured to be participants in bringing our living beyond our borders and export to the world the ways to enjoy life and healthy habits.”
A number of clubs from La Liga were involved in the first stage of the World Challenge which took place last year, including Valencia and Atlético Madrid.
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