LaLiga reveals end of sponsorship agreement with Banco Santander post-2022/23

LaLiga

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.”

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The Man Who Built a Women’s Football Program from Nothing is now an Award-Winning Gender Equity Leader

Eight years ago, Spring Hills Football Club did not have a girls’ team. Today it has one of the most recognised women’s programs in Melbourne’s west, a senior NPLW side, and a head coach who has just been named Gender Equity Leader of the Year at the Melton City Council Volunteer Achievement Awards.

Tom Markovski, Spring Hills’ NPLW Head Coach, received the award at a ceremony coinciding with National Volunteer Week, recognised for his community leadership, promotion of gender equality and commitment to advancing the status of women and people of all genders in sport. The recognition comes from outside the football community entirely, awarded by a local council celebrating volunteers across every sector of civic life in one of Melbourne’s fastest-growing regions.

Building from scratch

When Markovski arrived at Spring Hills, women’s football at the club did not exist. His first act was to champion the establishment of the club’s first all-girls team, a process that required persuading a club culture built around men’s football that the investment was worth making.

Women’s football in community clubs has historically struggled to access the same facilities, scheduling priority, coaching resources and institutional support as the men’s game. Clubs have been slow to invest in programs whose return is less immediately visible than a senior men’s premiership, and in a growing outer-suburban community like Melton, where volunteer capacity is finite and demand across every program is high, the case for building something new always has to compete with the urgency of maintaining what already exists.

Markovski made the case anyway, and kept making it across eight years of coaching senior and junior NPL teams while simultaneously building the structural foundations of a women’s program designed to outlast any individual’s involvement. The club’s first all-girls team became multiple junior girls teams. Those junior teams created the pipeline for a senior women’s side. The senior women’s side created visible pathways for younger players to see where the game could take them within their own club.

The outcome is a program that Spring Hills now holds up as central to its identity rather than supplementary to it. The club has become a leader in female participation in Melbourne’s west, and recently made history within the NPLW Victoria structure by fielding junior teams coached entirely by female coaches, a milestone that reflects the depth of the program Markovski helped build.

What the Award Recognises

The Melton City Council’s decision to name Markovski its Gender Equity Leader of the Year places his work in a frame that extends beyond football. Melton is one of the fastest-growing local government areas in Australia, a diverse and rapidly expanding community where the institutions that bring people together, like schools, councils, sporting clubs, carry an outsized responsibility for social cohesion.

Mayor Cr. Lara Carli, speaking at the awards ceremony, reflected on the role volunteers play in communities like Melton’s. “Volunteering creates friendships, strengthens communities and builds a sense of belonging,” she said. “It helps people feel connected, supported and valued, and those things are more important than ever in a growing and diverse community like ours.”

For the girls now playing football at Spring Hills who were not playing anywhere eight years ago, Markovski’s contribution is not abstract. It is the specific and concrete fact of having somewhere to play, someone to coach them, and a pathway that leads somewhere.

Aussie partners with two A-League clubs in cross-state alliance

Australia’s largest retail mortgage broker will team up with Melbourne Victory and Western Sydney Wanderers, representing Aussie’s commitment to supporting and connecting people through football.

 

Opposing teams, United partners

The alliance between Aussie, Melbourne Victory and Western Sydney Wanderers reflects a unique approach to investing in Australia’s football landscape.

It encompasses both communities and supporters across Melbourne and Sydney, with Aussie’s presence in both cities now firmly embedded into local, grassroots networks.

“We’re excited about this partnership because it represents much more than a traditional sponsorship,” explained Aussie National Manager, Strategic Partnerships, Ryan Ferguson via press release.

“It’s about connection, community, and being part of something that reaches people in a meaningful and authentic way.”

Both Melbourne Victory and Western Sydney Wanderers also commented on the unique nature of the partnership.

“The joint venture is a game-changer in how brands and sports teams can collaborate beyond the traditional instruments of a partnership and stands apart from the existing relationships in our sporting landscape for the betterment of our stakeholders,” said Melbourne Victory Managing Director, Caroline Carnegie.

“For the first time, two iconic clubs are coming together in a joint-venture sponsorship that delivers unmatched reach, community impact and business innovation,” added Western Sydney Wanderers CEO, Scott Hudson.

 

National stage, local commitment

As Australians grapple with soaring property prices and financial uncertainty, having access to a platform like Aussie is immensely valuable.

So now that Aussie will begins its venture alongside Melbourne Victory and Western Sydney Wanderers – two clubs with extensive fanbases – it now has the means to make real, local impact.

Two major cities. Two footballing identities. All aligned under the same vision for community reach, growth and innovation.

“Aussie is a national brand, but at our heart, we are built on local relationships,” continued Ferguson.

“Every day, our brokers are working with customers in their communities, helping them navigate the journey of finding, buying and owning their own home. That’s why this partnership feels like such a natural fit.”

Ultimately, while the alliance will build on the business and community networks of the two A-League outfits, the impact will extend far beyond the boundaries of the pitch.

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