September 24: Domino’s Pizza has signed a season-long sponsorship deal with Spain’s third tier, the Primera Federación, giving the Spanish Football Federation (RFEF) a new consumer brand around its third-tier competition after losing title partner Versus e-Learning this summer.
The deal covers 2026/27 and makes Domino’s an official sponsor rather than a naming rights partner. Financial terms were not disclosed. This distinction matters because Versus held the rights to the title for the previous two seasons, a position that remains vacant.
The third tier features 40 clubs divided into two groups of 20 – a quick visit to the calculator tells you that produces a whopping 760 regular season games and a further 12 promotion play-off games.
Domino’s therefore gets a potential footprint of almost 800 devices, with activations built around its ‘Hungry for More’ campaign.
As part of the deal, some of its restaurants in participating cities will carry the competition’s branding and become the host of some fan activations, while the company will also introduce a recurring “Partidazo Domino’s”, where it will select one appliance each month for an additional promotion.
Cartagena against Real Murcia on October 7 will be the first.
The deal also comes as the RFEF looks to expand the competition’s audience. For 2026/27 progress has been made towards non-exclusive broadcast distribution, with eight national operators and five regional broadcasters broadcasting the majority of matches. The federation says it wants to push Primera Federación towards the five million potential spectators.
It seems that Domino’s would prefer to have a presence in the league’s 40 football markets and a long list of fixtures with traditional names such as Real Zaragoza and Real Murcia. RFEF, for its part, regains an important consumer brand in the sponsorship mix.
However, it doesn’t completely fill the commercial void left by Versus. The naming rights slot has not yet been sold and no value has been disclosed for the Domino’s deal.
Contact the writer of this story, Harry Ewing, at (email protected)
