Moeve, the Spanish energy firm previously called Cepsa, has struck deals to become a major brand partner across top-tier Spanish soccer, with both the women's Liga F and the men's LaLiga.
The firm has now become the new Liga F title partner, through 2027-28 (the competition will be renamed Liga F Moeve), in a deal starting immediately, while also becoming a LaLiga and (second-tier) Segunda Division local partner.
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The deal makes Moeve the first firm to sponsor all of those aforementioned Spanish soccer competitions, it has been claimed.
The last Liga F title sponsor was Spanish mobile and fiber telecoms operator Finetwork, with that deal running for the 2022-23 season.
Through these agreements, Moeve will have a significant brand presence across LaLiga, LaLiga 2, and Liga F – including through digital platforms, in stadiums, on sports broadcasts, and social media platforms.
In the stadiums, the brand's logo will appear on LED advertising boards, while there is also an element covering collaborations with teams and specific players, and merchandise and experiences being made available to Moeve customers and employees.
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By GlobalDataIn addition, the deal will see Moeve, alongside the leagues, set up an environmental sustainability technical office to assist clubs from those competitions within that sector.
It will work with those clubs to "promote low-emissions mobility solutions, analyze the environmental risks of their activities, and examine the regulatory implications of sustainability, among other key initiatives."
Javier Tebas, LaLiga president, said: "This agreement marks a pivotal step into the future of sport, where technology and social responsibility converge to offer an enhanced experience for our fans and a positive impact on society.”
Other top-tier LaLiga commercial partners include EA Sports (title sponsor), Puma, San Miguel, BKT, Riyadh Season, Panini, and Sorare. The LaLiga-EA Sports deal, which came into effect in 2023-24, has been valued by GlobalData Sport at just over $30 million annually.
The last significant sponsorship activity for the league took place in January, when North American snack giant Mondelez International was unveiled as a partner.
Beatriz Álvarez, Tebas' counterpart at Liga F, added: "This strategic alliance strengthens and ensures the growth, professionalization, and social impact of women’s football in Spain, further demonstrating the trust that major brands place in the potential of our competition … This partnership will drive the continued growth of a stronger and more visible league, one that serves as a reference for future generations."
The 2024-25 seasons of both LaLiga and Liga F come to an end later this month, with Barcelona's women's team having won that league, and the men's side likely to win the LaLiga title.
