Contract details
Start date:
End date:
Status:
2021
2024
Official partner
Leagues and Tournaments:
LaLiga and Burger King: A Dynamic Partnership Enhancing Football Fans’ Experiences
On September 23, 2021, LaLiga, one of the world’s premier football leagues, announced a new multi-year partnership with Burger King, a leading global fast-food chain. This partnership, lasting through the 2023-2024 season, positions Burger King as an official sponsor of LaLiga, marking a significant step for the brand as it deepens its presence in the sports and entertainment industry.
Strategic Goals: Bringing Football and Food Together
The collaboration between LaLiga and Burger King is designed to create unique fan experiences that celebrate both the sport and the food. The partnership kicked off with an initiative that sent Burger King’s low-fat subs to participants of LaLiga Foundation programs. This campaign encouraged young football fans to “Train Hard and Eat Fresh,” promoting a healthy and active lifestyle through sports and nutrition.
Reaching Fans Globally: Burger King’s Role in LaLiga’s Outreach
With nearly 900 restaurants across Spain and over 41,000 globally, Burger King is a perfect fit for LaLiga’s goal to connect with a broader, more diverse fan base. As part of the partnership, LaLiga fans can now enjoy Burger King products through their Burger King en Casa delivery service
Additionally, Burger King has set an ambitious goal to expand its presence in the UK and Ireland, with plans to grow from 1,769 stores to 3,000 by 2027. This global strategy complements LaLiga’s international reach, providing a seamless connection between the two brands.
Innovation and Technology: A Shared Strategy
Both LaLiga and Burger King are highly focused on technology and innovation. Burger King has long been a leader in digitalization within the fast-food industry. In 2011, it became the first in its sector to launch a mobile app, which is now the most widely used in the industry. The app has revolutionized the way customers interact with the brand, allowing them to place orders, track deliveries, and access exclusive deals.
LaLiga, on the other hand, has invested heavily in technology to enhance the fan experience and improve its operations. The creation of LaLiga Tech is a testament to its commitment to innovation, focusing on areas such as anti-piracy, big data, and business intelligence. Through these technological investments, LaLiga is creating solutions that benefit fans and clubs alike.
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