LALIGA and OSHEE have extended their sponsorship agreement in Spain through the 2027-28 season, bringing a partnership that already spans 44 international territories into one of the league's home markets.
The Spanish football league announced the deal on June 11 and said the agreement was officially signed at LEGENDS The Home of Football in Madrid. LALIGA ambassadors David Silva and Jesús Navas attended the event.
Spain Added To A 44-Market LALIGA Partnership
OSHEE, a Poland-origin brand in the functional drinks and hydration segment, first launched its LALIGA partnership in Poland in 2023 before the arrangement expanded across Europe. The Spain activation will continue around hydration, including isotonic and electrolyte drinks.
LALIGA said OSHEE will develop fan activations and campaigns with the league in both physical and digital environments. The company also plans to distribute products through more than 40 commercial partners across Spain.
The Spain rollout includes a new product portfolio designed for Spanish consumers, with functional drinks enriched with electrolytes, minerals and vitamins in six flavours. OSHEE is also introducing protein bars in the market.
Commercial Push Fits LALIGA's Growth Strategy
Jorge de la Vega, LALIGA's director general of business, framed the renewal as part of a partnership with a strong international dimension. Jacek Łowigus, CEO of OSHEE Iberia, said Spain was a natural step in the brand's international growth.
The agreement gives LALIGA another commercial partner built around fan experiences rather than a match calendar. For OSHEE, it turns a Europe-wide football tie-up into a direct play in Spain, where the league's brand is not borrowed interest but the main stage.