The Diplomat
LaLiga and Iberia have reached a collaboration agreement for the airline to become the official sponsor of the Spanish competition in Latin America starting next season 23/34.
The collaboration agreement was signed on July 6 by Javier Tebas, president of LaLiga, and the newly appointed president of Iberia, Fernando Candela. The signing comes in the midst of the airline’s expansion in Latin American markets, where it operates to 18 destinations in 16 countries, which “has enabled it to reach record numbers of flights and consolidate its leadership in connectivity between Latin America and Europe,” according to the company.
“We are delighted to be able to collaborate with companies as solid as Iberia and that share the same values as LaLiga,” said Javier Tebas. “We both have the objective of continuing to grow in Latin America because of the cultural closeness that unites us, and, through soccer and aviation, we will manage to transmit to all our fans experiences and emotions to live the best of soccer,” he added.
“Connecting people with the world is Iberia’s raison d’être, and that is why we are very proud that, through this agreement, we will also be able to bring the excitement and emotion of Spanish soccer to all of Latin America,” said Fernando Candela. “This sport has shown that it is a meeting point between both cultures, and we, together with LaLiga, want to continue to grow the bridges that connect both regions,” he continued. “In addition, it is worth noting that this union is also part of our ‘Talent on board’ project, with which we intend to give impetus to disciplines such as sports, culture and music, among others,” he added.
Both Iberia and LaLiga have been awarded by Brand Finance, the international consulting firm that calculates the value and Brand Strength Index of leading companies and organizations. In 2023, LaLiga has remained one of the 50 most valuable organizations in the ranking in Spain and has positioned itself as the company with the highest brand value in the sports industry and has reached its highest historical value in the Brand Finance Spain 100.
For its part, Iberia is also the most valuable brand related to the tourism sector in Spain, according to the consulting firm. According to this ranking, which assesses the brand of companies in the country and their contribution to their own business, Iberia is in 22nd place in the overall ranking this year, with an improvement of ten places compared to 2022, which is, in turn, one of the most positive developments in the ranking.
