As part of the long-term deal, IMG will market packages worldwide in order to attract new partners to the league. The two parties will work together on creating and developing innovative sponsorship opportunities, exploiting LaLiga’s content and technology to assist with brand promotion.

The new arrangement comes with LaLiga in the midst of an ambitious global expansion project, with existing global deals already including agreements with Nike, EA Sports, Tag Heuer, Santander and Unilever’s Clear Men and Rexona brands.

In August, LaLiga President Javier Tebas signed a landmark deal with US promotions company Relevent Sports in order to stage domestic league matches in North America as part of the product’s global plans. Although the inaugural instalment – a fixture between Girona and Barcelona at Miami’s Hard Rock Stadium – has now been shelved due to the lack of agreement between LaLiga, FIFA and the Royal Spanish Football Federation (RFEF), Tebas remains hopeful of the plans coming to fruition in the future.

Speaking of the IMG deal, Oscar Mayo, Head of International Development at LaLiga, said: “This agreement with IMG will certainly accelerate our international growth. IMG’s expertise combined with a powerful brand like LaLiga will create numerous opportunities for partners and for LaLiga.”

Adolfo Bara, Senior Vice President and Managing Director for football events at IMG, added: “LaLiga has huge global appeal and provides a fantastic opportunity for brands looking to tap into a worldwide audience of almost three billion and a broadcast audience spanning 185 countries.”

IMG’s soccer sponsorship client portfolio also includes South American soccer governing body CONMEBOL, as well as FC Diaz Media – IMG’s joint venture with Perform Group, and the Chinese Super League (CSL).

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