Overview of the 2020/2021 La Liga sponsors

2020 2021 La Liga sponsors

Note: This article is subject to changes when new deals are announced.

Who wears what in La Liga? Which apparel brands are dominating on the Spanish pitches? Are most shirt and sleeve sponsors gambling companies?

Below we answer those questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2020/2021 La Liga clubs. We also take a look at the league’s official partners.

Kit sponsors: 20 clubs, 9 brands

Number of teams per kit sponsor La Liga 2020 2021

The 20 La Liga teams are sponsored by nine different clothing brands. We will see Adidas, Hummel, Joma, Kappa, Kelme, Macron, New Balance, Nike and Puma on the Spanish pitches this season.

Adidas supplies the most clubs with five. The German brand sponsors defending champions Real Madrid, promoted side Cádiz, Celta de Vigo and Real Valladolid. They also secured a partnership with Osasuna.

Nike follows by sponsoring four teams, as many as last season. Among its portfolio of La Liga clubs are last season’s numbers two and three Barcelona and Atlético Madrid, Granade and Europa League winners Sevilla.

Joma is the technical provider of three teams, one less than last season. The Spanish brand sponsors Eibar, Getafe and Villarreal. Leganés was relegated last season while wearing Joma.

Spanish company Kelme and Italian brand Macron each sponsor two teams. Kelme sponsors Alavés and promoted side Huesca, while Levante and Real Sociedad are sponsored by Macron.

Hummel, Kappa, New Balance and Puma complete the list by each sponsoring one team.

Only one team has switched brands for the upcoming season. Osasuna changed from Hummel to Adidas.

2020/2021 La Liga Kit Sponsors

TeamKit SponsorBuy it from Amazon (Paid Link)
Athletic BilbaoNew Balance 
Atlético MadridNikeHome
FC BarcelonaNike 
Celta de VigoAdidas 
SD EibarJoma
GetafeJomaHome | Away
Levante UDMacron 
Real BetisKappa 
Real MadridAdidas 
Real SociedadMacron 
Real ValladolidAdidas 

2020/2021 La Liga Shirt Sponsors

Shirt sponsors per industry La Liga 2020 2021

All La Liga clubs have a front shirt sponsor for the 2020/2021 season. Real Sociedad, who had no main shirt sponsor last season, agreed a deal with the new fan engagement platform Iqoniq.

Gambling companies are a favourite partner for clubs. Seven out of 20 La Liga clubs will feature a gambling company on the front of their shirts this season. That is one less than last season and than in the 2020/2021 Premier League and seven more than the 2020/2021 Bundesliga.

However, the question is how much longer betting companies will be visible on the jerseys in La Liga and other leagues in the European Union. An EU ruling might soon ban betting companies from shirt sponsoring and Spain is considering taking early action. 

For now the clubs (and La Liga) keep partnering with betting companies. Betway even sponsors three clubs: Alavés, Levante and Real Betis. Together with alcohol brand Estrella Galicia (sponsoring two teams), they are the only companies acting as main shirt sponsor for multiple teams.

Besides the gambling partners and Estrella Galicia (beverage), two shirt sponsors are active in the real estate industry. This includes TM Real Estate Group and Tecnocasa Group. With Plus500 and Kuxtabank there are also two sponsors active in the financial services industry. The rest of the shirt sponsors could be categorised as being active in the airline, ceramic, e-commerce, food, oil and gas, tourism and fan engagement industries (all one).

The 17 companies come from around the world. 13 of the 17 companies come from Europe, with seven clubs having a sponsor from Spain. The list is completed with two companies from both Asia and the Middle East.

2020/2021 La Liga Shirt Sponsors

TeamShirt SponsorIndustryHeadquarters
Athletic BilbaoKutxabankFinancial servicesSpain
Atlético MadridPlus500Online trading (financial services)Israël
FC BarcelonaRakutenInternet & e-commerceJapan
Celta de VigoEstrella GaliciaBeverageSpain
SD EibarAviaOil and gasSpain
ElcheTM Real Estate GroupReal EstateSpain
GetafeTecnocasa GroupReal EstateItaly
HuescaHuesca La MagiaTourismSpain
Levante UDBetwayGamblingMalta
Real BetisBetwayGamblingMalta
Real MadridEmiratesAirlineDubai
Real SociedadIqoniqFan engagementMonaco
Real ValladolidEstrella GaliciaBeverageSpain
SevillaMarathon BetGamblingUK
VillarrealPamesa CeramicaCeramic industrySpain

2020/2021 La Liga Sleeve Sponsors

Only 13 teams have a sleeve sponsor (so far), with no club having the same shirt and sleeve sponsor. It is the same amount of sleeve sponsors as last season.

Reale Seguros is the only company visible on the sleeves of multiple teams. The insurance company is the sleeve sponsor of Real Sociedad, Betis and Getafe.

Besides insurance, automotive (2) companies are also favourites as sleeve sponsor. Noticeable is that (so far) there are no gambling related sleeve sponsors while there are seven gambling shirt sponsors.

From the teams that played in La Liga last season, Sevilla and Celta de Vigo entered into a sleeve sponsorship deal while they had none last season. Celta opted for a tourism partner with Visit Maldives, while Sevilla partnered up with American brand Valvoline. Alavés has no sleeve sponsor (for now), while they had a tourism partner on their sleeves last season.

Note: The table below will be updated when sleeve sponsors are official.

2020/2021 La Liga Sleeve Sponsors

TeamSleeve SponsorIndustry
Athletic Bilbao
Atlético MadridHyundaiAutomotive
FC BarcelonaBekoElectronics
Celta de VigoVisit MaldivesTourism
SD Eibar
GetafeReale SegurosInsurance
GranadaCaja Rural GranadaFinancial services
Levante UD
OsasunaSelkIndustrial supplies
Real BetisReale SegurosInsurance
Real Madrid
Real SociedadReale SegurosInsurance
Real ValladolidIntegra energiaLight and energy
SevillaValvolineChemical manufacturing and distribution & car repair
ValenciaSailun TyreAutomotive
VillarrealEndavantSocial programme

2020/2021 La Liga sponsors

La Liga lists 19 official partners on their website. Main sponsor Santander is also the league’s title sponsor. In addition, the league has seven global partners, 10 regional partners and Microsoft as partner brand.

Compared to last season, La Liga ended four regional partnerships. They added two regional partners with LG and Telepizza. Two global partners have been added with BKT and the upgrade from regional to global partner for Panini.

2020/2021 Official League Partners

SantanderMainFinancial services
PumaGlobal sponsorSporting goods
EA SportsGlobal sponsorGaming
RexonaGlobal sponsorConsumer goods
BudweiserGlobal sponsorBeverage
LiveScoreGlobal sponsorSports media
PaniniGlobal sponsorCollectibles
BKTGlobal sponsorAutomotive
El Corte InglésRegional sponsorRetail
SportiumRegional sponsorGambling
LGRegional sponsorConglomerate
AllianzRegional sponsorFinancial services
TelepizzaRegional sponsorRestaurant
MazdaRegional sponsorAutomotive
DanoneRegional sponsorFood
Mail Boxes Etc.Regional sponsorLogistics & communication
Marqués del AtrioRegional sponsorBeverage
RenfeRegional sponsorRail transport
MicrosoftPartner brandsTechnology

The 2020/2021 La Liga season runs from September 12th 2020 till May 23th 2021.

1 Response

  1. October 12, 2020

    […] commercial ties with a gambling brand. Contracts continue to be signed and as of September 2020, 35% of La Liga clubs will feature a gambling company on the front of their shirt for the 2020/2021 season. That is one […]

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