LaLiga, which operates the top two divisions of Spanish football, has entered into a partnership with Sudanese telecommunications company Zain.
The two parties have agreed an initial three-year deal, covering the 2017-18 to 2019-20 seasons.
Zain will serve as a regional partner of LaLiga in its home country and will seek to promote Spanish football across Africa as part of the agreement.
Zain will work with LaLiga on marketing, commercial and promotional campaigns, as well as social media initiatives and social responsibility activities.
Zain Sudan managing director and chief executive, Elfatih Erwa, said: “We hope that this partnership will support the Sudanese ongoing efforts to return Sudan to excellence in football and sports. Sudan is one of the four founding members of CAF (Confederation of African Football) which was born on February 8, 1957 in Khartoum.
“Sports, and football in particular, have always helped in uniting the Sudanese people. This partnership ties well with Zain Sudan’s objective of developing youth and provide them with the opportunities to keep up with what is happening in the world.”
Africa is a key strategic market for LaLiga and the body currently holds offices in South Africa and Nigeria. The partnership with Zain Sudan follows recent deals with African online sports betting company SportPesa and South African soft drinks and sports beverages manufacturer Kingsley.