Mahou San Miguel and LaLiga have today presented an agreement whereby the brewery will become its global sponsor for the next five seasons.
The event, held at LaLiga’s headquarters in Madrid, was attended by Alberto Rodríguez-Toquero, general manager of Mahou San Miguel, and Javier Tebas, president of LaLiga, who highlighted the importance of a collaboration that goes back more than a decade, and which strengthens the commitment of both entities to football, clubs and fans.
The brewery is already a sponsor of 15 national clubs in different categories and, thanks to this global sponsorship agreement with LaLiga, it will consolidate the presence of its most iconic brands, Mahou, San Miguel, Alhambra and Founders, outside Spain, especially in markets such as the United Kingdom, Germany, Portugal, Italy and the United States. To achieve this, it will rely on the international capillarity of LaLiga, which, thanks to its network of delegates and offices, will contribute to the projection of the brand worldwide.
“This agreement is much more than a sponsorship. It is a reflection of our historical link with football and our own purpose as a company: to create moments of union and connection that improve people’s lives. Without a doubt, this sport is an unrivalled generator of encounters”, – assures Alberto Rodríguez-Toquero, CEO of Mahou San Miguel – “Having LaLiga as a travelling companion will allow us to strengthen our ties with fans and offer them unique content and experiences around football in our country and abroad”, – he adds.
For his part, Javier Tebas, president of Laliga, pointed out that “at LaLiga we understand that this alliance with Mahou San Miguel has been the natural step in the relationship we have been building for ten years. These are two leading, inspiring brands with common values. We are convinced that we are going to achieve an unprecedented national and international projection with this alliance”.
The event was also attended by Aritz Aduriz and Patrick Kluivert, ambassadors of LaLiga Santander, who highlighted the importance of transmitting values such as the ability to excel, team spirit, tolerance and respect to new generations, so that this sport continues to be a benchmark in this regard.