Spain: Mahou San Miguel succeeds Budweiser as LaLiga's "official beer partner" until 2026-27

Mahou San Miguel, a Spanish beer company, has once again, become the "official beer partner" of LaLiga, for five seasons (2022-2027), announced the Spanish League on 23/06/2022. Mahou San Miguel succeeds Budweiser (of the AB InBev group), official beer partner of LaLiga for the 2019-2022 cycle.

"The brewer is already a partner 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," explained the Spanish body.

Mahou San Miguel, which was previously a partner of LaLiga between 2006-07 and 2018-19, has the status of global partner, the second level in the sponsorship hierarchy of the body (with Puma, EA Sports, BKT, Sorare or Socios.com). This type of global partnership is valued at around €8m per season. The Spanish league set a target of €150m in commercial revenue for 2021-22.