Sevilla, of Spanish soccer’s top-tier LaLiga, have finally brought in a front-of-shirt sponsor, through a tie-up with consumer appliances firm Midea.

Through a deal running through the 2025-26 campaign, Midea's Frigicoll brand becomes the Andalusian club’s first front-of-shirt partner since the 2022-23 campaign - no such deal was in place last season or for the first few months of the 2024-25 LaLiga campaign (which began in August).

Indeed, the last front-of-shirt partner for Sevilla was online European brokerage firm DeGiro.

The new deal starts immediately, with Frigicoll branding to appear on the front of the men’s team’s shirts for the home game against Rayo Vallecano at Sevilla’s Ramón Sánchez-Pizjuán home stadium on November 24.

In terms of Sevilla’s commercial activity, late last month the club renewed its deal with soft drinks giant Coca-Cola, and also brought in Turkish betting and casino brand Betano as a new partner.

Midea, meanwhile, is also a partner of English soccer giants Manchester City, with the last deal between those parties unveiled in May 2023.