CaixaBank and Villarreal CF: A Decade-Long Partnership Built on Loyalty, Football, and Fan Experience

Since 2013, CaixaBank has served as Official Sponsor and Financial Partner of Villarreal CF, forging one of the most enduring alliances in Spanish football sponsorship. Originally signed for the 2013-14 and 2014-15 seasons, the partnership has consistently evolved, bringing exclusive benefits to fans and enhancing brand visibility for both entities across multiple campaigns.

¡No te pierdas el #VillarrealAtleti! Si eres cliente de @CaixaBank, participa antes del 20/03 y gana una entrada para el encuentro. Y si aún no lo eres, date de alta ya y entra en el sorteo.

— Villarreal CF (@VillarrealCF) March 11, 2024

2013–2015: Launching a Strategic Partnership with Fan Incentives

The collaboration began with a clear mission: strengthen CaixaBank’s connection to the Castellón region and Villarreal’s passionate supporters. Under the agreement, fans who deposited their salary into a CaixaBank account received a free season ticket to attend La Liga and Copa del Rey matches at El Madrigal (now Estadio de la Cerámica).

Additional activations included:

• Installation of an exclusive third bench at pitch level for CaixaBank clients
• Entry into the Nómina multiEstrella program, offering financial perks like mortgage discounts, personal loans up to six times the salary, and insurance benefits
• Participation in giveaways, including €1,000 salary bonuses and cultural or leisure experiences via LetsBonus

By the end of 2013, CaixaBank had already captured over 386,000 new payroll accounts – a 135% year-over-year increase – reinforcing its leadership with over 13.7 million clients and a 21.3% market share in payroll management.

2017: Renewed Commitment Through 2021 and Expanded Football Strategy

In December 2017, CaixaBank renewed its partnership with Villarreal CF for four more seasons, reinforcing its ambition to become the primary financial institution for football clubs in Spain. At the time, the bank was sponsoring 16 La Liga clubs and 15 Segunda División teams.

As part of the renewal, CaixaBank secured:

• Branding rights at Villarreal’s training grounds and stadium
• Hospitality packages for clients during matchdays
• Advertising across Villarreal’s communication channels

Villarreal fans who registered with CaixaBank were also introduced to the Family Fútbol program—offering personalized club-branded Visa cards, official kit giveaways, and special loan conditions such as the Préstamo Family up to €60,000 with no opening fees.

Beyond financial products, CaixaBank delivered over 100 partner offers, including discounts on cinema tickets, tech, restaurants, travel, and more. The initiative became a key pillar of CaixaBank’s business strategy, combining brand exposure with customer acquisition in a competitive market.

2024 Activation: Immersive Experiences at Estadio de la Cerámica

On July 2, 2024, CaixaBank activated its long-term sponsorship through a high-impact customer engagement event at Estadio de la Cerámica. As part of a VISA card promotional campaign, 16 lucky clients and their guests experienced an unforgettable day with Villarreal CF.

The winners:

• Received official Villarreal CF jerseys
• Toured the club’s museum with the Inmersión Villarreal Museum & Tour
• Played a match on the main pitch
• Met Villarreal legend and club ambassador Marcos Senna

Friends and family joined in from the stands, making the day a full-circle fan experience that showcased the depth of CaixaBank’s sponsorship strategy and its focus on customer loyalty and emotional engagement.

More Than a Sponsor: CaixaBank’s Position in Spanish Football

CaixaBank’s partnership with Villarreal CF is part of a broader vision launched over a decade ago—to become the leading bank in Spanish football. Through exclusive activations, financial incentives, and fan-centric experiences, CaixaBank has issued over 190,000 football-branded cards, onboarded more than 15,000 new salary accounts, and financed 35,000 season tickets since the start of its football initiative.

With Villarreal CF, the journey continues. The sponsorship remains active, and both sides show no signs of slowing down. From personalized credit cards to once-in-a-lifetime pitch experiences, this partnership exemplifies how strategic alignment between finance and football can deliver long-term value for clubs, sponsors, and fans alike.

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