Spanish soccer’s top-tier LaLiga has announced a three-season partnership with the Riyadh Season sporting, cultural, and entertainment brand.

The deal makes Riyadh Season - based in the Saudi capital - an official LaLiga commercial sponsor for the 2024-25, 2025-26, and 2026-27 seasons.

This comes as as one LaLiga’s biggest teams, Atletico de Madrid, have unveiled Riyadh Air as their new stadium naming rights partner for the next nine seasons.

While LaLiga does not have an office in Saudi Arabia specifically, it does have premises in Dubai, and the Middle East and North Africa (MENA) region in general is seen by the league as a key area for commercial growth.

The last three editions of the Spanish Super Cup have also taken place in Saudi Arabia, and a deal is reportedly in place for that four-team mini-competition to stay in the Kingdom through the 2029 edition.

In addition, last season the Visit Saudi brand was a LaLiga sponsor, in a deal valued by GlobalData as worth around $22 million for the year.

Meanwhile, LaLiga is broadcast in Saudi by heavyweight pay-TV operator BeIN Sports.

The tie-up will feature “promotional activities for both brands, and implement joint initiatives targeting football fans and visitors to Riyadh Season,” LaLiga has said.

So far, that brand has been more active across other sports such as boxing. Indeed, yesterday Riyadh Season and global sports streaming platform DAZN unveiled a significant deal.

From a LaLiga perspective, meanwhile, Riyadh Season joins brands such as EA Sports (main partner), Puma, San Miguel, BKT Tires, Panini, and Sorare, as major sponsors of the 20-team league.

Late September saw the league bring on board the TW Events agency as a ticketing partner outside Spain.

Through the deal, TW Events will purchase tickets and hospitality inventory from clubs during the remainder of the ongoing 2024-25 season, before tailoring these into packages for its client base.