Overview of the 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
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.
|Team||Kit Sponsor||Buy it from Amazon (Paid Link)|
|Athletic Bilbao||New Balance|
|Celta de Vigo||Adidas|
|Getafe||Joma||Home | Away|
|Villarreal||Joma||Home | Away | Third|
2020/21 La Liga Shirt Sponsors
All La Liga clubs have a front shirt sponsor for the 2020/21 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.
|Athletic Bilbao||Kutxabank||Financial services||Spain|
|Atlético Madrid||Plus500||Online trading (financial services)||Israël|
|FC Barcelona||Rakuten||Internet & e-commerce||Japan|
|Celta de Vigo||Estrella Galicia||Beverage||Spain|
|SD Eibar||Avia||Oil and gas||Spain|
|Elche||TM Real Estate Group||Real Estate||Spain|
|Getafe||Tecnocasa Group||Real Estate||Italy|
|Huesca||Huesca La Magia||Tourism||Spain|
|Real Sociedad||Iqoniq||Fan engagement||Monaco|
|Real Valladolid||Estrella Galicia||Beverage||Spain|
|Villarreal||Pamesa Ceramica||Ceramic industry||Spain|
2020/21 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 Seguro 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.
|Celta de Vigo||Visit Maldives||Tourism|
|Granada||Caja Rural Granada||Financial services|
|Real Betis||Reale Seguros||Insurance|
|Real Sociedad||Reale Seguros||Insurance|
|Real Valladolid||Integra energia||Light and energy|
|Sevilla||Valvoline||Chemical manufacturing and distribution & car repair|
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 club 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.
|Puma||Global sponsor||Sporting goods|
|EA Sports||Global sponsor||Gaming|
|Rexona||Global sponsor||Consumer goods|
|LiveScore||Global sponsor||Sports media|
|El Corte Inglés||Regional sponsor||Retail|
|Allianz||Regional sponsor||Financial services|
|Mail Boxes Etc.||Regional sponsor||Logistics & communication|
|Marqués del Atrio||Regional sponsor||Beverage|
|Renfe||Regional sponsor||Rail transport|