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Air Europa acquires shorts branding rights at Real Valladolid

(Photo by David Ramos/Getty Images)

Spanish airline Air Europa has signed as a sponsor of LaLiga club Real Valladolid for the rest of this season in a deal that includes branding on the players’ shorts.

Spain’s third-largest airline will brand the front-of-shorts for the club’s first and second teams, which play in the first and third tiers of Spanish football, respectively.

According to LaLiga kit advertising rules, sponsors have two opportunities to brand club shorts. The rules state: “Advertising may be included at the back of the game shorts at the waist level, centered in a space that does not exceed 220 cm².

“Also, it can be included at the front of the shorts on the left leg above the manufacturer’s logo. Advertising here may be inserted in a space not exceeding 120cm². This can be done either horizontally or vertically.”

The Air Europa logo will be seen in league, Copa del Rey and friendly matches for both teams, and on perimeter advertising signage at the José Zorrilla Stadium, as well as on the official club website.

The airline is part of the Globalia group, Spain’s largest tourism group, which recently signed another deal with the Real Valladolid for its Globalia Meetings & Events brand. The events organisation brand became an Official Travel Sponsor of the first and second teams for this season, as well as an Official Agency for all first and second team events.

Real Valladolid returned to the top-flight of Spanish football after a four-season absence in 2018-19. In September 2018, the former Brazilian international striker Ronaldo bought a 51-per-cent controlling stake in the club.

In the first season under the new owner Valladolid finished 15th in LaLiga, the same position as the club currently occupies.

According to Spanish sports news website Palco 23, the club is budgeting for commercial revenue of about €3.54m ($3.9m) this season.