Naming rights: in less than 30 days, the "Liga BBVA" became "LaLiga", and then "LaLiga Santander"

"LaLiga will not have a single (title) sponsor (in 2016-17) because it is our belief that the brand can be better served with several sponsors. The Liga Adelante will now be known as LaLiga2", said Javier Tebas, president of the Spanish Professional Football League, on 25/06/2016.

26 days later, the Spanish bank Banco Santander and LaLiga signed a strategic partnership for the title sponsorship for an initial period of three seasons (2016-2019), plus a one year option (2019-20), on 21/07/2016. Santander suceeds its banking counterpart BBVA (2008-2016) as the title partner of the Spanish professional leagues, for an annual amount estimated at €20m, slightly lower than the €23.5m per year paid by BBVA (Banco Bilbao Vizcaya Argentaria).

The Spanish League affirmed, on 25/06/2016, that the two Spanish professional leagues would be called "LaLiga" and "LaLiga2" in 2016-17 as a way to end the designations the "Liga BBVA" and the "Liga Adelante", in force for eight years, to better adopt the two new brands, "LaLiga Santander" and "LaLiga 1|2|3".

"Our desire is to have a global title…