Overview of the 2024/2025 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 2024/2025 La Liga clubs. We also take a look at the league’s official partners.

NOTE: This article will be updated if new deals are announced.

Kit sponsors: 20 clubs, 10 brands

Ten different sports brands sponsor the 20 La Liga brands this season. Adidas, Castore, Hummel, Joma, Kelme, Macron, New Balance, Nike, Puma and Umbro are all represented on the Spanish pitches. It is the same amount as during the 2022/23 season, yet two more than last season. Since 2015/16, the number of brands has fluctuated between eight and 10. During that same period, the number of brands sponsoring the Premier League clubs fluctuated between six and 10, with seven different brands during the 2024/25 Premier League.

Hummel, Joma, and Nike each sponsor three La Liga teams. Hummel continued their partnership with Real Betis and Las Palmas, while adding Celta de Vigo. With promoted side Leganés, Joma now has a third La Liga team in addition to Getafe and Villarreal. While Nike had no changes to their sponsorship portfolio with Atlético de Madrid, Barcelona, and Mallorca.

Macron and Castore each sponsor two La Liga teams. Italian brand Macron struck a deal with Osasuna, while they already supplied Real Sociedad. Cádiz, the second club they sponsored last season, were relegated.
One of Castore’s partners, Almería, were also relegated last season. The English brand still supplies Athletic Club de Bilbao and Sevilla. Although Castore signed an exclusive Umbro Professional Team Sports sub-license in March 2024, allowing them to market the Umbro brand in certain regions, the deal does not include the Spanish market.

Adidas, Kappa, Spanish brand Kelme, and Umbro each sponsor one team. Last season, Adidas sponsored the most teams with four. However, the German brand saw their deals with Celta de Vigo and Osasuna come to an end, while Granada were relegated. They remain sponsor of defending La Liga and Champions League champion Real Madrid.

2024/25 La Liga kit sponsors

Barcelona and Real’s have kit deals since 1998

Real Madrid’s deal with Adidas ties Barcelona’s deal with Nike for the longest running kit deal in La Liga. With the Spanish giants both agreeing on their respective deals in 1998. Atletico Madrid and Nike (since 2001) and Getafe’s deal with Joma (2004) 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.

Shirt sponsors: 19 clubs, 14 industries

Of the 20 La Liga clubs, only Sevilla does not have a front-of-shirt sponsor for the 2024/25 season. Last season, they did not have one either. The other 19 clubs’ shirt sponsors are active in 14 different industries. With two clubs having two brands on their fronts. Alavés features sports news platform Dexin News (media) and a Araba/Álava logo (tourism) to promote the region in Basque Country. While Las Palmas features Gran Canaria (tourism) and own beer brand Pío Pío. The club launched three varieties of their own beverage in August 2024. Club president Miguel Ángel Ramírez explained the expansion of the business ventures: ‘we cannot manage the club based on match results alone; we need to turn UD Las Palmas into a major enterprise capable of generating resources’. The sponsorship deal generates €500,000 for the club.

Beverage and airline industries lead the way

It is one of three shirt sponsors from the beverage industry, as Estrella Galicia 0,0 (the non-alcoholic drink of the brand) sponsors both Celta de Vigo and promoted side Valladolid. The beverage industry ties the airline industry for most shirt sponsorships. Last season’s revelation Girona switched from Gosbi to Etihad Airways for the 2024/25 season. The three-year deal is reportedly worth €2 million per year and sees the club follow other clubs in the City Football Group, like Manchester City and Melbourne City, in partnering with the Abu Dhabi airline.

Since 2023/24, Atlético Madrid also has an airline sponsor with Saudi Arabian Riyadh Air. While city rivals Real Madrid have played with Emirates (Dubai, UAE) on their fronts since 2013/14. It is one of of the longest shirt sponsorship deals in La Liga, besides Villarreal with Pamesa Cerámica (2013/14) and Las Palmas with Gran Canaria (on their shirts in one form or another since 1994/95).

Real’s deal runs until 2026 and generates a reported €70 million per season. Main rivals Barcelona reportedly receive between €62.5 and €70 million per year from their deal with Spotify. The music streaming service replaced e-commerce platform Rakuten in a four-year deal starting in 2022/23. However, contrary to Real’s deal, it also includes stadium naming rights and sponsorship of the training shirts for three years.

With Kosner (Osasuna) and Gree (Real Betis) there are two air conditioning competitors (consumer appliances) active as shirt sponsor. While TM Real Estate Group (Valencia) and Tecnocasa Group (Getafe) are both active in the real estate industry.

Switch from gambling to financial services not lasting

Gambling shirt sponsors are common in football. In the 2024/25 Premier League alone, there are eleven teams featuring a gambling logo on their fronts. However, a Spanish ban on gambling advertising implemented in 2021, prevents La Liga teams from agreeing such deals. The ban meant that after the 2020/21 season, seven teams had to look for a new (sort) sponsor. At first, the financial services industry seemed to fill the gap, but there is only one such shirt sponsor this season.

The rest of the shirt sponsors are active in the ceramics, food, industrial services, media, logistics, and telecommunications industries (all one). While Real Sociedad’s sponsor Yasuda Group is a conglomerate.

The 21 companies come from around the world. Including 15 European, three Asian and three Middle Eastern companies. 11 clubs have a Spanish brand sponsoring them.

2024/25 La Liga shirt sponsors

Sleeve sponsors: 17 partnerships, eight industries

At the start of the 2024/25 season, 17 out of 20 La Liga teams had a sleeve sponsorship. Meaning three clubs forego the chance of having an extra revenue stream.

The companies are active in eight different industries. Including three companies who offer financial services, and in particular crypto-related products and services. There are also two insurance companies with a sleeve sponsorship deal, while British sports retailer JD Sports sponsors both Sevilla and Valladolid.

In February 2024, Real Madrid announced American technology company HP as their first sleeve partner. The value of the deal has not been disclosed. Barcelona’s three-year partnership with Philips (Ambilight TV) is reportedly worth €30 million per year. So, Real’s deal will be worth at least that much, if not more. For comparison, the sleeve sponsorship deals of Premier League clubs Manchester City (£55 million for three years) and Tottenham Hotspur (£10 million per year) are lower than that of Barcelona.

2024/25 La Liga sleeve sponsors

Back-of-shirt and shorts sponsorships

In addition to a front-of-shirt sponsor and sleeve sponsor, many La Liga teams also feature sponsor logos on the back of their jerseys and on their shorts. At the start of the 2024/25 season, 15 teams had a sponsor for the back of their shirts. Barcelona, for example, plays with nonprofit company UNHCR on their backs. Kutxabank sponsors the back of Basque club Real Sociedad, while already being a front-of-shirt sponsor for Basque rival Athletic Club de Bilbao. Telecommunications company Digi is also visible as front-of-shirt sponsor (Rayo Vallecano) and back-of-shirt sponsor (Alavés, Athletic Club de Bilbao, and Osasuna).

Real Madrid is one of five clubs without such sponsorship. They are also one of eight teams without a shorts sponsorship. Of the 12 who do have such deals, three clubs even feature multiple brands on their shorts. Škoda is the only company with two shorts sponsorship deals (Valencia and Espanyol).

2024/25 La Liga sponsors

La Liga lists 15 official partners on their website. The sponsors have a clear ‘role’. For example, Mahou is the official beer and Puma the official ball. Like the Premier League, EA Sports is the league’s main partner and in La Liga’s case the title partner. Contrary to the English topflight, La Liga has global and regional partners.

Furthermore, the league has an innovation partnership with associate brand Microsoft. The parties extended the partnership in 2021, and Microsoft has been key in the launch and development of the league’s own technology company La Liga Tech.

Of the partners, four are official licensees, including Sorare, Panini, Avery Dennison, and Fanatics. The first three are also official licensees of the Premier League.

2024/25 Official Premier League partners