Overview of the 2021/2022 La Liga sponsors
Who wears what in La Liga? Which apparel brands dominate on the Spanish pitches? With gambling companies banned, which industry has the most shirt and sleeve sponsors?
Below we answer those questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2021/2022 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. The same amount as last season. Adidas, Joma, Kappa, Kelme, Macron, New Balance, Nike, Puma and Umbro are all represented on the Spanish pitches this season.
Nike supplies the most clubs with six. The American brand sponsors defending champion Atlético Madrid, Barcelona, Granada and Sevilla. They also added Elche and promoted side Mallorca this season.
Adidas and Macron follow by each sponsoring three teams. The German brand sponsored five teams last season, the most of all brands. They still sponsor Real Madrid, Celta de Vigo and Osasuna. Cádiz switched to Macron this season, while Real Valladolid were relegated to the second division.
Witch Cádiz, Macron added one team to their portfolio that already included Levante and Real Sociedad.
Spanish brands Joma and Kelme each sponsor two teams. Joma sponsors Getafe and Europa League winners Villarreal. While promoted side Espanyol and Alavés both wear Kelme.
Kappa, New Balance, Puma and Umbro complete the list by each sponsoring one team.
Three teams switched brands this season. Cádiz changed from Adidas to Macron. Elche and Mallorca switched to Nike from Hummel and Umbro respectively.
2021/2022 La Liga kit sponsors
|Team||Kit sponsor||Buy it from Amazon (Affiliate Link)|
|Athletic Bilbao||New Balance||Home | Away|
|Atlético Madrid||Nike||Home | Away | Third|
|FC Barcelona||Nike||Home | Away | Third|
|Celta de Vigo||Adidas|
|Real Betis||Kappa||Home | Away | Third|
|Real Madrid||Adidas||Home | Away | Third|
Gambling shirt sponsors banned
Nineteen out of twenty La Liga clubs have a front shirt sponsor at the moment. Only Granada is yet to strike a deal after having to part ways with gambling company Winamax.
Besides Granada, six more clubs who played in La Liga last season had to end their gambling shirt sponsorships. The Spanish government imposed a law prohibiting gambling sponsorships. A logical step as an EU ruling might soon ban betting companies from shirt sponsoring. In the French Ligue 1 there was already such a ban, while the Premier League considers implementing it as well.
Financial companies take over as main shirt sponsor
With 35 percent of La Liga teams having a gambling shirt sponsor last season, a significant number of teams thus had to find a new partner. Financial services companies took advantage. Only two such companies acted as shirt sponsor last season, while that has increased to six now. Companies offering (financial) services around cryptocurrency have also grabbed the opportunity.
Especially bookmaker Betway lost with the law change. The company sponsored three La Liga teams last season. They still sponsor other European teams, such as Premier League side West Ham, but that partnership might be similarly affected in the near future.
Finetwork sponsors Sociedad and Betis
There is only one company sponsoring multiple teams as shirt sponsor this season. Telecommunications company Finetwork sponsors both Real Sociedad and Real Betis. Sociedad switched from fan engagement platform Iqoniq, while Betis had to find a successor to gambling company Betway.
Rayo Vallecano has also a telecommunications company as shirt sponsor, bringing the total to three.
Besides financial services (six teams) and telecommunications (three teams) companies, two shirt sponsors are active in the real estate industry. This includes Elche’s TM Real Estate Group and Getafe’s Tecnocasa Group.
The rest of the shirt sponsors could be categorised as being active in the airline, beverage, ceramics, e-commerce, food, industrial services, tourism and fan engagement industries (all one).
The 19 companies come from around the world. Including 13 European, three Asian, two Middle Eastern and one Central American company. Seven clubs have a Spanish company sponsoring them.
2021/2022 La Liga shirt sponsors
|Athletic Bilbao||Kutxabank||Financial services||Spain|
|Atlético Madrid||Plus500||Financial services – online trading||Israël|
|Cádiz||Bitci||Financial services – cryptocurrency||Turkey|
|Celta de Vigo||Estrella Galicia||Beverage||Spain|
|Elche||TM Real Estate Group||Real estate||Spain|
|Getafe||Tecnocasa Group||Real estate||Italy|
|Levante UD||Gedesco||Financial services||Spain|
|Mallorca||αGEL by Taica||Industrial services||Japan|
|Sevilla||NAGA||Financial services – online trading||Germany|
12 sleeve sponsors; 3 times Reale Seguros
Only 12 teams have a sleeve sponsor (so far), with no club having the same shirt and sleeve sponsor. A similar amount to the last two seasons, when there were 13 sleeve sponsors.
Reale Seguros is the only company visible on the sleeves of multiple teams. The Italian insurance company is the sleeve sponsor of Real Sociedad, Real Betis and Espanyol. Coincidentally, Sociedad and Betis also have the same shirt sponsor with Finetwork.
Besides insurance companies, financial services (three) and automotive (two) companies are also favourites as sleeve sponsor.
Several clubs had no sleeve sponsor last year and secured one this season, such as Alavés and Cadiz.
Barcelona, Getafe and Osasuna all had a sleeve sponsors last season, but have not donned one so far this season. Barcelona’s deal with last season’s sleeve sponsor Beko now only extends to their training kits. There is speculation about a deal with Socios.com, also Valencia’ shirt sponsor, starting in 2022, but so far the club plays without a sleeve sponsor.
2021/2021 La Liga Sleeve Sponsors
|Cádiz||Floki.com||Financial services – cryptocurrency|
|Celta de Vigo||Aix Investment Group||Financial services|
|Granada||Caja Rural Granada||Financial services|
|Real Betis||Reale Seguros||Insurance|
|Real Sociedad||Reale Seguros||Insurance|
|Sevilla||Valvoline||Chemical manufacturing & distribution|
Fewer regional, more global sponsors
La Liga lists 16 official partners on their website. Main sponsor Santander is also the league’s title sponsor. In addition, the league has nine global partners, five regional partners and Microsoft as partner brand.
Several changes have taken place compared to last season when there were 19 official partners, including seven global and 10 regional ones.
The most obvious change is that gambling company Sportium is no longer a regional partner due to changing laws. Moreover, LG, Telepizza, Danone,Mail Boxes Etc. and Renfe are also no longer regional partners. La Liga only added Burger King on a regional level.
While the (global) deal with Rexona ended, La Liga added fan orientated companies Sorare, Socios.com and Dapper as global sponsors. All three of them use blockchain/cryptocurrency technology in some way to offer NFTs, so fans get an even better experience.
2021/2022 Official League Partners
|Puma||Global sponsor||Sporting goods|
|EA Sports||Global sponsor||Gaming|
|Sorare||Global sponsor||Blockchain fantasy football|
|Socios.com||Global sponsor||Fan engagement & cryptocurrency|
|Livescore||Global sponsor||Sports Media|
|Dapper||Global sponsor||Blockchain gaming & collectables|
|El Corte Inglés||Regional sponsor||Retail|
|Allianz||Regional sponsor||Financial services|
|Burger King||Regional sponsor||Restaurant|
|Marqués del Atrio||Regional sponsor||Beverage|