LaLiga, the organizer of Spanish soccer’s top two men’s leagues, has become the exclusive commercial agent of the women’s top-tier Primera Division for the next five years after striking a deal with the Professional Women’s Football League (LPFF), the newly established organizer of women’s club soccer in Spain.
Under the agreement, LaLiga will market the commercial rights for the women’s Primera División, including all official sponsorships and licenses, from the upcoming 2022-23 season through 2027-28.
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The deal does not include broadcast rights, which will be put out to tender by the LPFF in the coming days.
LaLiga has pledged the agreement will see at least €42 million ($42.66 million) injected into the women’s league, with deals ranging from title sponsorship to competition licenses.
In a statement, the LPFF said: “This historic agreement will report, at a minimum, revenues of €42 million to the LPFF, and will allow it to face the great and exciting challenges that arise at the level of development and growth of the competition.
“It will also allow the clubs to be provided with resources for the improvement of their management structures, and, with it, the improvement of the conditions of the soccer players.
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By GlobalData“This is, without a doubt, one of the most important commercial agreements in the history of women’s sport at the world level.”
The LPFF added that a deal has already been struck by LaLiga for the league’s official ball sponsor, while negotiations were ongoing with potential title sponsors.
According to Spanish news outlet Relevo, Puma has signed on as the ball sponsor.
The Primera División’s title sponsor was Spanish energy company Iberdrola from the 2016-17 season until 2021-22, with the league official named Iberdrola Primera División Femenina RFEF during that period.
The LPFF was established by Spanish soccer federation the RFEF last year in preparation for the professionalization of women’s club soccer in the country for the 2022-23 season. While the organization sits as part of the RFEF, it enjoys full autonomy over decisions, like LaLiga.
Under professionalization laws in Spain, the RFEF will hand over the organization of the league to LPFF and clubs will now have the right to manage commercial and broadcasting rights, as well as manage their income.
The 2022-23 season of the Primera División will start on September 10 and feature 16 teams.
