September 14 – Spanish betting company Luckia has extended its commercial deal with LaLiga for a further three seasons, keeping it on board until 2028-29.
The renewal continues a relationship that began in 2024, when the original link covered both Spain and Mexico. For the first two seasons it has been activated online, through both parties’ digital and social channels and through collaborative content.
Luckia is appointed as the official partner covering both LaLiga EA Sports (first division) and LaLiga Hypermotion (second division). No value was given to the sponsorship.
The president of LaLiga, Javier Tebas, said: “Sports sponsorship has changed, and today it is not enough to associate a logo with a competition.
“You have to connect with fans, create real experiences and build a believable relationship with the audience. That takes time, and the renewal through 2029 is a clear statement of intent on both sides.”
Luckia president José González echoed the sentiment. “We saw the enormous potential of this partnership to connect our brand with millions of fans while developing content and experiences that extend well beyond the 90 minutes of the match,” he said.
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