Overview of the 2022/2023 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 2022/2023 La Liga clubs. We also take a look at the league’s official partners.
Kit sponsors: 20 clubs, 10 brands
The 20 La Liga teams are sponsored by ten different clothing brands. One more than during the 2021/22 and 2020/21 seasons. Adidas, Castore, Hummel, Joma, Kelme, Macron, New Balance, Nike, Puma and Umbro are all represented on the Spanish pitches this season.
Adidas and Nike supply the most teams with four each. For Adidas this is one more than last season. The German brand continues supplying Osasuna, Celta de Vigo and defending champions Real Madrid. They have added promoted side Real Valladolid.
Last season Nike partnered with six La Liga clubs, two more than during the current campaign. Atlético Madrid, Barcelona, Elche and Mallorca still wear Nike, while Granada got relegated and Sevilla switched brands.
Nike and Adidas also have the longest running partnerships of La Liga. In 1998, Adidas partnered with Real Madrid, while Nike struck a deal with Barcelona in the same year. Atletico Madrid and Nike (since 2001) and Getafe’s deal with Joma (2000) are the only other Spanish sides that come close to the length of these partnership. However, it does not compare to Bundesliga giants Bayern Munich and their partnership with Adidas that started in 1974.
Castore also entering Spanish football
Castore, Joma, Macron and Puma each sponsor two teams. For British brand Castore, Sevilla and Almeria are their first two partners in La Liga. The sportswear manufacturer has increased their visibility in recent years through sponsorships. Starting out with an agreement with tennis player Andy Murray in 2019, they have since started sponsoring many sports clubs, including Premier League and Bundesliga teams.
For the other three brands nothing changed compared to last season. Joma continues sponsoring Getafe and Villarreal, while Cádiz and Real Sociedad still wear Macron. Puma still supplies Valencia and promoted side Girona. The latter club is, like Manchester City, part of the City Football Group, who signed a ten-year partnership with a reported worth of £650 million before the 2019/2020 season.
Hummel, Kelme, New Balance and Umbro complete the list by each sponsoring one team.
Three teams switched brands this season. Betis changed from Kappa to Hummel. Sevilla and promoted side Almería switched to Castore from Nike and Puma respectively.
2022/2023 La Liga kit sponsors
|Team||Kit sponsor||Buy it from Amazon (Affiliate Link)|
|Athletic Club de Bilbao||New Balance|
|Atlético de Madrid||Nike|
|RCD Espanyol de Barcelona||Kelme|
|Real Valladolid CF||Adidas|
Financial companies sponsoring the most La Liga teams
After Cadiz announced Khalifa Capital after the first round, all twenty La Liga clubs have a front-of-shirt sponsor.
Compared to the Premier League, where eight teams have a gambling shirt sponsor in 2022/2023, most La Liga’s shirt sponsors come from the financial industry (service and investment). Spain implemented a ban on gambling advertising in 2021, which forced seven teams to look for a new sponsor after the 2020/2021 season.
The financial sector leads the way
The financial industry took over from gambling companies in 2021/2022. The trend has continued as this season a quarter of the teams are sponsored by finance companies such as banks, investment companies and cryptocurrency platforms.
One of those teams is Cádiz. Last season, the club was sponsored by cryptocurrency trading platform Bitci, but they ended their deal early after the company missed several payments and replaced it with holding company Khalifa Capital that “groups investments in companies in the aeronautical, technology, food and logistics sectors”.
Promoted side Almería also announced an investment company, Khaled Juffali co., as new sponsor for this season.
Champions Leagues teams Sevilla and Atlético Madrid changed shirt sponsor as well, but remained with companies active in the financial sector.
Estrella Galicia and Cazoo both sponsoring two teams
There are two companies (and industries) that sponsor two teams in La Liga: Estrella Galicia and Cazoo. The beer brand continues as sponsor of both Celta and promoted side Real Valladolid. However, since no alcohol advertising above 20% ABV is allowed, they promote the 0,0% version on the shirts.
Online car retailer Cazoo entered new deals with Real Sociedad and Valencia this season. The UK e-commerce company has invested heavily in football sponsorship in recent years with deals in among others the Premier League, the Bundesliga and Serie A.
Other sectors sponsoring multiple teams are real estate – Elche’s TM Real Estate Group and Getafe’s Tecnocasa Group – and telecommunications – Rayo’s Digi and Betis’ FI Network.
Barca’s big deal with Spotify
The biggest deal for the 2022/2023 season is for FC Barcelona. The Catalan club replaced e-commerce company Rakuten with Spotify. The music streaming service is rumored to pay between €62.5 and €70 million per year for the four-year deal, which also includes stadium naming rights and sponsorship of the training shirts for the next three years.
The rest of the shirt sponsors could be categorised as being active in the airline, animal nutrition, ceramics, food, industrial services and tourism industries (all one).
The 18 companies come from around the world. Including 13 European, four Asian (including two Middle Eastern) and one Central American company. Ten clubs have a Spanish company sponsoring them.
2022/2023 La Liga shirt sponsors
|Athletic Club de Bilbao||Kutxabank||Financial services||Spain|
|Atlético Madrid||WhaleFin.com||Financial services||Singapore|
|Cádiz CF||Khalifa Capital||Financial – investment||Spain|
|Elche CF||TM Real Estate||Real Estate||Spain|
|FC Barcelona||Spotify||Entertainment – audio streaming||Sweden|
|Getafe CF||Tecnocasa Group||Real estate||Italy|
|Girona FC||Gosbi||Animal nutrition||Spain|
|RC Celta||Estrella Galicia||Beverage||Spain|
|RCD Espanyol de Barcelona||Riviera Maya||Tourism||Mexico|
|RCD Mallorca||αGEL by Taica||Industrial services||Japan|
|Real Sociedad||Cazoo||E-commerce – car retailer||UK|
|Real Valladolid CF||Estrella Galicia||Beverage||Spain|
|Sevilla FC||DEGIRO||Financial services – online broker||Netherlands|
|UD Almería||Khaled Juffali Co.||Financial – investment||Saudi Arabia|
|Valencia CF||Cazoo||E-commerce – car retailer||UK|
|Villarreal CF||Pamesa Ceramica||Ceramics||Spain|
11 sleeve sponsors – 3 times Reale Seguros
Only 11 teams have a sleeve sponsor (so far), with no club having the same shirt and sleeve sponsor. A similar amount to previous seasons, when there were 12 or 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.
Besides three teams sponsored by an insurance company, there are two teams sponsored by automotive companies. Atlético by Hyundai and Valencia by Sailun Tyre.
Three teams announced new sleeve deals. Elche agreed a deal with Sfidatne.tokyo, an app development and online services company. Almería has a tourism orientated deal by promoting Durrat Al-Arous, while Villarreal replaced Endavant with education and entertainment company Colorstar.
Noticeable is that nine teams have not secured a sleeve sponsorship deal. Meaning almost half the teams forego on a revenue stream. Although some shirt sponsors might pay more with the condition of exclusivity, so in that case clubs cannot fill the sleeve space.
Rumors have it that FC Barcelona is close to securing a sleeve sponsorship deal with cryptocurrency company WhiteBit. The club last donned Beko on their sleeves during the 2020/2021 season.
2022/2023 La Liga Sleeve Sponsors
|Athletic Club de Bilbao||–||–|
|Elche CF||Sfidante.tokyo||App development & online services|
|RC Celta||Aix Investment Group||Financial services|
|RCD Espanyol de Barcelona||Reale Seguros||Insurance|
|RCD Mallorca||OK Mobility||Real estate|
|Real Betis||Reale Seguros||Insurance|
|Real Sociedad||Reale Seguros||Insurance|
|Real Valladolid CF||–||–|
|Sevilla FC||Valvoline||Chemical manufacturing & distribution|
|UD Almería||Durrat Al-Arous||Tourism|
|Valencia CF||Sailun Tyre||Automotive|
|Villarreal CF||Color Star||Education and entertainment|
Other kit sponsors
Apart from shirt and sleeve sponsors, La Liga teams are also allowed to have sponsorship patches on the back bottom part of the their shirts and on the shorts. Currently 13 teams have a sponsor deal in place for one or both places, even some who are yet to secure a sleeve deal. The companies are active in among others the financial, including cryptocurrency, medical and airline sectors.
Fan engagement partners using latest tech
La Liga lists 18 official partners on their website. Main sponsor Santander is also the league’s title sponsor. In addition, the league has eight global partners, eight regional partners and Microsoft as partner brand.
Several changes have taken place compared to last season when there were only 16 official partners, including nine global and five regional ones.
Budweiser and Livescore are no longer (global) partners, while Panini downgraded from a global to a regional partner. Beer brand Budweiser was replaced by beer brand Mahou, while La Liga also added tyre manufacturer BKT and global leader in the metaverse TVM.
In addition to TVM, La Liga has three more fan engagement orientated global sponsors: Sorare, Socios.com and Dapper. These companies use blockchain and cryptocurrency technology to offer NFTs and other fan collectibles.
La Liga added three regional sponsors. Besides Panini, who downgraded, deals were agreed with consumer electronics Vivo and water brand Cabreiroá. While automotive brand Nissan replaced Mazda.
2022/2023 Official League Partners
|Puma||Global sponsor||Sporting goods|
|EA Sports||Global sponsor||Gaming|
|Mahou||Global sponsor||Beverage – beer|
|Sorare||Global sponsor||Blockchain fantasy football|
|TVM||Global sponsor||Entertainment – metaverse|
|Socios.com||Global sponsor||Fan engagement & cryptocurrency|
|Dapper||Global sponsor||Blockchain gaming & collectables|
|El Corte Inglés||Regional sponsor||Retail|
|Burger King||Regional sponsor||Restaurant|
|Vivo||Regional sponsor||Consumer electronics|
|Allianz||Regional sponsor||Financial services|
|Marqués del Atrio||Regional sponsor||Beverage – wine|
|Cabreiroá||Regional sponsor||Beverage – water|