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LaLiga continues regional sponsorship growth with M88 addition

Spanish football’s LaLiga has signed up online gambling platform M88 as its latest regional sponsor in Asia.

The four-season deal will see the brand sponsor LaLiga across the region until the end of the 2023-24 season.

M88 replaces fellow gambling brand ManBetX in the role of LaLiga’s betting sponsor across the Asia region.

M88 will promote exclusive content and competitions from the league across the continent. One example of this will be a weekly video series featuring analysis from LaLiga ambassadors which will seek to grow interest in the league across the region.

Through the competitions, fans will have the opportunity to win LaLiga merchandise, match tickets and other experiences.

The ManBetX deal had begun at the start of the 2019-20 season and had been due to run until the end of the 2020-21 campaign, but has now been terminated early.

SportBusiness understands that deal had been worth between $5m (€4.2m) and $7m per season.

The signing of regional sponsorship contracts has been a key part of LaLiga’s international growth strategy since 2016.

The addition of M88 swiftly follows LaLiga’s signing of a sponsorship and content tie-up with sports streaming platform Fanatiz in North America, as well as its first regional agreement in Argentina, with oil lubricant company Total in Argentina.

LaLiga also recently appointed former senior global partnership director for Liverpool, Simon Li, as the commercial director for Southeast Asia, Japan, South Korea and Australia.

Li is one of five regional commercial heads, with the league having others in US, Mexico, India, and Africa. Their activities are overseen by Fergus Geekie, the international commercial and marketing director.

In June, Geekie told SportBusiness: “It’s about communicating a central strategy from HQ and then sharing it out among the regional markets – them understanding what we’re driving. The markets can then work to develop and localise our strategy and drive commercial opportunities from there.”

Read this: Four years on, LaLiga’s international focus is paying off in sponsorship