
Having entered a partnership from the 2016/2017 season, LaLiga and Banco Santander have mutually agreed to terminate the current sponsorship contract between the organisations.
The change, which will take effect from the 2023/2024 campaign onwards, is the result of a joint decision by both organisations to explore new ways of collaboration, both together and with third parties. LaLiga will announce new developments regarding the competition’s naming rights from the 2023/24 season onwards in the coming weeks.
During these six seasons of collaboration, the relationship between LaLiga and Banco Santander has transcended mere official sponsorship of the competition. It has been a period of close collaboration between the two institutions, with strong understanding and rapport that has fomented the promotion of successful joint projects such as LaLiga Promises (U12 football) in addition to main sponsorship of the LaLiga competition.
Both organisations have developed a close and fruitful relationship during the six seasons of collaboration, with great achievements that go beyond just advertising presence, involving strategic national and international development projects, in digital environments and at an observable level for football fans.
Education has been another pillar of the relationship between LaLiga and Banco Santander, joining forces to create LaLiga ProPlayer and to promote university education and in the creation of sports scholarships in the USA for players in lower categories, as well as the creation of a training programme for active professional footballers in 2021. LaLiga Business School’s Global Players Program was the first of its kind among major European leagues and was attended by 30 players in its first edition.
One of the most iconic products of this collaboration is undoubtedly LaLiga Genuine Santander, the competition for players with learning disabilities. So much so that Banco Santander, which has been one of the main driving forces behind this initiative since its inception in the 2017/18 season, and LaLiga are working together on a model to continue sponsoring this competition which has meant that LaLiga, together with its Foundation, is the first professional football league in the world to have a competition for footballers with learning disabilities.
LaLiga president Javier Tebas said in a statement released by LaLiga:
“We thank you for the trust you have placed in LaLiga over the years, and we are convinced that we will continue to collaborate on future projects with Banco Santander in order to grow and promote both brands.”
Antonio Simões, Regional Head of Europe and CEO of Santander Spain, added via LaLiga:
“We are delighted with our partnership with LaLiga over the years and are keen to explore further avenues of collaboration.”