LUCKIA SHIELDS ITS ALLIANCE WITH LALIGA UNTIL 2029 AND TAKES FOOTBALL BEYOND 90 MINUTES
Luckia and LALIGA extend a strategic alliance that began in 2024 until 2029. The new agreement, formalised in A Coruña with the participation of José González, Javier Tebas, Alfredo González and Joan Capdevila, will reinforce the creation of content, experiences and activations aimed at connecting with new generations of fans.
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The renewal gives continuity to a collaboration that began in 2024 and consolidates the commitment of both companies to generate new experiences and content around football.
Luckia and LALIGA have renewed their sponsorship agreement and extend their strategic alliance until 2029, continuing a relationship that began in 2024, when Luckia became an official partner of LALIGA for three seasons.
The renewal agreement was formalized at Luckia's headquarters in A Coruña, in an event that was attended by the president of LALIGA, Javier Tebas, and the president of Luckia, José González, accompanied by the vice president of Luckia, Alfredo González. Also participating in the meeting was LALIGA legend and former Deportivo de A Coruña player Joan Capdevila, protagonist of the first teaser of this year's campaign, which was presented during the event.
José González, president of Luckia, stressed that "the renewal of our alliance with LALIGA until 2029 is a very important step for Luckia. Since the first agreement, we have seen the enormous potential of this collaboration to connect our brand with millions of fans and, at the same time, develop content and experiences that go far beyond 90 minutes. We share with LALIGA values such as effort, teamwork, perseverance and passion, and we are convinced that this new stage will allow us to continue innovating and creating differential proposals for fans".
According to Javier Tebas, president of LALIGA, "we are very pleased to extend our collaboration with Luckia until 2029. And I am happy that this is happening, because it means that this relationship is working".
For the president of LALIGA, "sports sponsorship has changed and today it is not enough to associate a logo with a competition. You have to connect with fans, generate real experiences and build a credible relationship with audiences. That takes time and the renewal until 2029 is a declaration of intent on both sides".
During these first years of collaboration, Luckia and LALIGA have developed different communication, entertainment and brand activation initiatives aimed at bringing the competition closer to fans and generating new ways of living the passion for football.
Among the proposals developed are its own content such as 'La previa de Luckia' and 'El golazo de Luckia', as well as different campaigns that have transferred the passion for football to the company's digital and physical channels. Good examples are 'Luckia's clovers sprout in LALIGA' and 'Where there is football, there is Luckia', actions that made the main symbol of the brand, the clover, the protagonist of the competition.
As a result of this collaboration, Luckia Tréboles F.C., the company's new channel on Instagram and TikTok, created to bring the curiosities and lesser-known stories of the world of football to new generations of fans, has also arrived.
During this time, the alliance has also had the participation of renowned football legends such as Guti, Fernando Morientes, Gaizka Mendieta, Miguel Ángel Moyá, Diego Godín, Javier Mascherano, Julio Baptista and, more recently, Joan Capdevila, reinforcing the link between Luckia and LALIGA and their joint commitment to creating content and experiences around sport.
The renewal reinforces Luckia's commitment to sport and, especially, to football, while consolidating LALIGA as one of its strategic partners within its marketing, communication and entertainment strategy. Both companies share pillars such as teamwork, excellence, perseverance and passion, on which they will continue to build new initiatives in the coming years.
With the signing of this new agreement, Luckia and LALIGA will continue to work together until 2029 to take football beyond 90 minutes, connecting with new audiences and offering fans content, experiences and activations that allow them to live their passion for football in a different way.
Luckia is a leader in the entertainment sector in Spain with an international presence in eight countries. With almost 50 years of experience, it has a wide range of services such as sports betting, casino games, bingo and slots, both online and offline.
The company, committed to and disseminating safe and responsible gambling, bases its culture on people, proximity, trust, respect and responsibility. With a team of more than 2,800 people in constant growth thanks, in part, to its continuous international expansion, it is present in Spain, Portugal, Croatia, Chile, Colombia, Mexico, Peru and Cameroon.
LALIGA is the largest football ecosystem in the world. It is a private sports association, made up of the 20 LALIGA EA SPORTS football Clubs/SADs and the 22 LALIGA HYPERMOTION, responsible for the organisation of professional football competitions at the national level.
It has more than 200 million followers on social media globally, on 16 platforms and 20 different languages, and has the largest international network of any sports property, with a presence in 41 countries through 11 offices, headquartered in Madrid, Spain.
The association carries out its social action through the FOUNDATION and is the first professional football league in the world to have a competition for footballers with intellectual disabilities: LALIGA Genuine.
