LaLiga has signed its latest regional sponsor in Japan through a deal with commercial banking group Sony Bank.
LaLiga’s deal with Sony Bank will allow the company to use its brand for promotional activities. It comes after travel agent HIS became the first official partner of LaLiga in Japan, under a deal signed in July focusing on allowing more Japanese fans to travel to Spain to watch games.
In October, LaLiga signed up soft drink Pepsi as a regional sponsor in Guatemala in an agreement that runs until the end of the 2021-22 season.
The Spanish league has also sought to strengthen its presence in the Indian market through an innovative tie-up with cricket star Rohit Sharma.
Rohit, one of the current main stars of the Indian national cricket team, has become LaLiga’s first non-football related brand ambassador. The 32-year-old batsman will promote LaLiga in India, a key market for the organisation.
Since 2017, LaLiga has engaged in efforts to develop football in India and build its brand in the country. In the two years since LaLiga opened its office in India, the league has undertaken several key initiatives such as the launch of a grassroots development programme, LaLiga Football Schools, a broadcast partnership with social media platform Facebook and sending Girona to the country.
Jose Antonio Cachaza, managing director of LaLiga India, said: “India is a very important market for LaLiga from a global perspective. We came here in 2017 to get a better understanding of the pulse of the nation. Over the past two years, and after several groundbreaking initiatives, it is obvious that India has a huge appetite for football.
“Rohit Sharma is the perfect example of this, in spite of being the most renowned face in Indian cricket right now, he is also an ardent football and LaLiga fan. In his persona on and off the field, Rohit embodies the LaLiga standards and principles.”