Every club, every sponsor: your comprehensive La Liga commercial preview

7 August 2017 |
Over the past decade La Liga has gone from strength to strength commercially. Its two standout teams - Real Madrid and Barcelona - have a near monopoly on the Uefa Champions League, while Atlético Madrid continue to threaten their domestic rivals’ hold on club soccer’s most coveted trophy.

La Liga can also boast the world’s top players. It is a long established rite of passage amongst soccer's elite stars to have a spell playing for either Real or Barca. The riches of the Premier League - or the likes of France’s Paris Saint-Germain, as new world record signing Neymar will attest - can be attractive, but La Liga remains home to the best of the best, with all but three of the winners of Fifa’s world player of the year awards this century plying their trade in Spain.

The league is moving into a new era. After topping the Deloitte Money League of the world’s highest-earning clubs for 11 consecutive years, reigning European champions Real Madrid dropped to third in the standings in 2015/16 with revenues of €620.1million. This was despite a seven per cent increase on 2015’s revenue, and generating more from broadcasting income - €620.2 million - than top-placed Manchester United or second-placed Barcelona, with €620.2 million.

The reason for that shortfall was a relative lack of commercial revenue at €263.4 million, with the European champions waiting for new contracts to come on stream. Yet with the club having signed a lucrative extension on their apparel agreement with Adidas last January, they are unlikely to trail their rivals for long.

Not that Barcelona have been resting on their laurels, either. This season sees the start of a new front-of-shirt sponsorship deal with Japanese online retailer Rakuten, which agreed last November to a four-year partnership worth €220 million (US$260 million).

Deloitte also projects that Spain’s top 20 clubs will make €3billion from TV rights in the forthcoming 2017/18 season. While that is dwarfed by the €5.1billion that the Premier League clubs are expected to earn, La Liga’s broadcast revenues are now spread more fairly across the league and negotiated collectively.

Previously, Spanish clubs had settled their own television deals. This led to a huge disparity in revenue which saw Real Madrid and Barcelona take vast riches from the broadcasters at the expense of the other 18 teams. For example, when Atlético Madrid won the La Liga title in 2014, they received less TV revenue than Cardiff City, who finished bottom of the Premier League.

Now, 50 per cent of the TV revenue is split equally among the 20 clubs, with the remaining funds distributed according to each team’s performance over the previous five years.

In recent years, La Liga has also sought to capitalise on the quality of its on-field performers by growing its global profile to challenge that of the Premier League. It has made considerable efforts to build its presence on the ground in Asia and the Middle East, setting up an office in Beijing in 2014 and another in Shanghai in 2016. It also now operates regional hubs in Singapore, India and Dubai.

The league has tailored its strategy to focus on Asian markets with the aim of growth in those respective markets. In recent seasons, for example, it has staggered kick-off times across league weekends to suit TV audiences in Asian time zones.

Ahead of kick-off for 2017/18, SportsPro presents its definitive sponsorship guide to all of La Liga’s teams.

Alavés

  • Kit supplier: Kelme
  • Main sponsor: LEA
  • Back-of-shirt: Álava
  • Short sponsor: Euskaltel
  • 2015/16 prize money: €94 million (US$111.5 million)
  • Primary sponsors: Araba Alava, El Correo, KirolBet, Coca-Cola, Ambar, Kelme, IMQ, D'S damat, Halcon Viajes
  • Close season deals: LEA, Rioja Alavesa

 

Athletic Bilbao

  • Kit supplier: New Balance
  • Main sponsor: Kutxabank
  • 2015/16 prize money: €95 million (US$112.7 million)
  • Primary sponsors: Igualatorio Médico Quirúrgico, San Miguel, Audi Alzaga, Euskaltel, Barceló Viajes, Bai&by, Alzola - Balenzategui
  • Close season deals: New Balance

 

Atlético Madrid

  • Kit supplier: Nike
  • Main sponsor: Plus500
  • 2015/16 prize money: €116 million (US$137.6 million)
  • Primary sponsors: Mahou, Bwin,  La Caixa,  EA Sports, Coca Cola,  Philips,  LG,  Dentix, Solán de cabras,  Monbus, Roberto Verino
  • Close season deals: LG, Bwin, Plus500

 

Barcelona

  • Kit supplier: Nike
  • Main sponsor: Rakuten
  • Back-of-shirt sponsor: UNICEF
  • Sleeve sponsor: Beko
  • 2015/16 prize money: €148 million (US$175.6 million)
  • Primary sponsors: Gillette, Estrella Damm, Konami, Caixabank, Audi, Oppo, Gatorade, Milo, Betfair, Stanley black & decker, Lassa, Allianz, Toshiba, Deezer
  • Close season deals: Emirates NBD Egypt, Nef, Shimao Group, Mission Hills Group, CaixaBank, Kore Software, BNN, Scotiabank, Rakuten

 

Celta Vigo

  • Kit supplier: Adidas
  • Main sponsor: Estrella Galicia 0,0
  • Short sponsor: Abanca
  • 2015/16 prize money: €81 million (US$91.2 million)
  • Primary sponsors: Abanca, Luckia, Recalvi, DR&N, Altia, Coca-COla
  • Close season deals: N/A

 

Deportivo La Coruña

  • Kit supplier: Macron
  • Main sponsor: Estrella Galicia 0,0
  • 2015/16 prize money: €76 million (US$90.2 million)
  • Primary sponsors: coruna, Luckia, Louzao, Melia, hm modelo, Altia, asisa, Marinedacity, Grupo Regueira, Ter Maria
  • Close season deals: Luckia

 

Eibar

  • Kit supplier: Puma
  • Main sponsor: AVIA
  • Back-of-shirt and short sponsor:  Wilco 
  • 2015/16 prize money: €94 million (US$111.7 million)
  • Primary sponsors: Euskaltel, San Miguel, Seat, KirolBet, Full Gas, Insalus, Premier Class
  • Close season deals: N/A

 

Espanyol

  • Kit supplier: Joma
  • Main sponsor: Rastar Group
  • Short sponsor: Riviera Maya
  • 2015/16 prize money: €88 million (US$104.5 million)
  • Primary sponsors: Caixa Bank, Estrella, Riviera Maya
  • Close season deals: InnJoo, Vebet

 

Getafe

  • Kit supplier: Joma
  • Main sponsor: Tecnocasa Group
  • 2015/16 prize money: promoted
  • Primary sponsors: beIN, Bioshelter Viajes, Mahou, Hoteles2, Citycar Sur, Renfe, eurogreen, Lujisa, Casadepias, Tibermotorsur, Runas, el Corte Ingles
  • Close season deals: BBVA, Viagogo’s

 

Girona

  • Kit supplier: Umbro
  • Main sponsor: City Lift
  • Back-of-shirt sponsor: Vàzquez Advocats
  • Short sponsor: Las Palmas
  • 2015/16 prize money: promoted
  • Primary sponsors: Visit Girona, Costa Bbrava
  • Close season deals: N/D

 

Las Palmas

  • Kit supplier: Acerbis
  • Main sponsor: Gran Canaria
  • Back-of-shirt sponsor: IOC
  • Short sponsors: beCordial Sports, Volkswagen, Domingo Alonso,
  • 2015/16 prize money: €79 million (US$93 million)
  • Primary sponsors: Pepsi Max, HPS, Volkswagen, Disa, Tropical, IOC, Caixabank, Dalonso
  • Close season deals: ForexMart

 

Leganés

  • Kit supplier: Joma
  • Main sponsors: Royal Jordanian, MBuzz Sport
  • Back-of-shirt sponsor: GoldenPark
  • 2015/16 prize money: €80 million (US$94.1 million)
  • Primary sponsors: Sambill, Coca-Cola, Mahou,
  • Close season deals: Royal Jordanian, Luckia, Mbuzz

 

Levante

  • Kit supplier: Macron
  • Main sponsor: East United
  • Back-of-shirt: València
  • 2015/16 prize money: promoted
  • Primary sponsors: Levante Volkswagen, Amstel, beIN Sports, Balearia, Caixa bank
  • Close season deals: N/A

 

Málaga

  • Kit supplier: Nike
  • Main sponsor: Marathonbet
  • Back-of-shirt sponsor: Benahavís
  • 2015/16 prize money: €85 million (US$99.7 million)
  • Primary sponsors: San Miguel, Coca-Cola, Caixa bank, Besoccer, Ppont grup
  • Close season deals: N/A

 

Real Betis

  • Kit supplier: Adidas
  • Main sponsor: Wiko13
  • 2015/16 prize money: €74 million (US$86.7 million)
  • Primary sponsors: Cruzcampo, La Caixa, Coca Cola, Reale, Philips, Halcón Viajes
  • Close season deals: N/A

 

Real Madrid

  • Kit supplier: Adidas
  • Main sponsor: Fly Emirates
  • 2015/16 prize money: €150 milliuon (US$176.1 million)
  • Primary sponsors: IPIC, Movistar, Cepsa, Microsoft, Audi, Hankook, Mahou, Exness, EA Sports, Hugo Boss
  • Close season deals: Exness, Kika, Xbox, IPIC, Adidas, Telefónica, Mahou Cinco Estrellas, CaixaBank, Providence Equity Partners, Codere, Daktronics

 

Real Sociedad

  • Kit supplier: Adidas
  • Main sponsor: Qbao.com
  • 2015/16 prize money: €98 million (US$115.2 million)
  • Primary sponsors: Keler, Kutxabank
  • Close season deals: Orain Gipuzoka, Gureak, Kutxa Fundazioa, Reale Seguros, Volkswagen

 

Sevilla

  • Kit supplier: New Balance
  • Main sponsor: N/A
  • 2015/16 prize money: €109 million (US$
  • Primary sponsors: Cruzcampo Radler, Caixa bank, Coca-Cola, Prozis, Bwin, BMW, Robles, ZTE  
  • Close season deals: ZTE, Carburos Metálicos, Bwin, Puerto Rico Tourism Board, HIS

 

Valencia

  • Kit supplier: Adidas
  • Main sponsor: BLU
  • Back-of-shirt sponsor: beIN Sports
  • Short sponsor: Alfa Romeo
  • 2015/16 prize money: €88 million (US$115.2 million)
  • Primary sponsors: Estrella, Alfea Romeo, Caixa bank, Coca-Cola, Bwin, Reale Seguros, Prozis, Trolli
  • Close season deals: ink Blu Products, Bwin, Reale Seguros, Prozis, S36.com, Alfa Romeo

 

Villarreal

  • Kit supplier: Joma
  • Main sponsor: Pamesa Cerámica
  • 2015/16 prize money: €102 million (US$119.9 million)
  • Primary sponsors: Mahou, Coca-Cola, Caixa bank, Bwin, Asisa, Audi, Pamesa, Record go, Reciclamas
  • Close season deals: Bwin, Joma

 

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