LALIGA: Duracell (batteries) "official partner of added time" for three seasons (2026-2029)

Duracell, an American manufacturer of alkaline batteries, has become an official partner of LALIGA for three seasons (2026-2029), the body announced on 08/05/2026. This is the first agreement signed by the group with a football league in Europe.

The brand is positioned as the "official partner of added time" and will benefit from increased visibility on the 4^th official board as well as on "a range of touchpoints" during all competitions organised by the Spanish League (including LALIGA EA Sports and LALIGA Hypermotion).

The launch of this partnership was marked by a series of social media posts featuring Luis Figo, a former player for Real Madrid and FC Barcelona, in the run-up to the Clásico between the two teams (2-0 for Barça, Matchday 35 of the 2025-26 LALIGA EA Sports). The agreement, which will be activated from August 2026, provides for TV and social media campaigns, as well as in-stadium experiences.

"Over the past five seasons, 8% of goals in LALIGA were scored after the 90^th minute, and 65% of those goals changed the result of the match. This partnership positions the…