LaLiga has signed a new commercial agreement with Brazil-based operator SportyBet. Spain’s top football division is continuing to focus on one of its most important overseas markets. The partnership strengthens LaLiga’s presence in Brazil. The country has long been a priority due to its huge football audience and deep-rooted connection to Spanish football.
Under the deal, SportyBet will roll out a series of season-long activations built around LaLiga’s fixture schedule. These will include tailored offers and fan-focused promotions tied to specific matches. There will be a particular emphasis on marquee fixtures and high-profile rivalries. By using the league calendar as a recurring engagement tool, the partnership aims to maintain consistent visibility and fan interaction throughout the campaign.
Brazil’s appeal for LaLiga comes from the market’s large size. It is also driven by the country’s deep passion for football and the league’s long-standing influence there. Spanish clubs, iconic players, and extensive television exposure have helped build a loyal following among Brazilian fans over many years. As competition between global leagues for attention and commercial partnerships increases, LaLiga continues to view Brazil as a market where its brand retains strong leverage.
Igor Liporase, country manager of Sporty Group in Brazil, said LaLiga is one of the most prestigious football leagues in the world and enjoys enormous popularity in the country. He described the collaboration as a key step in SportyBet’s long-term strategy in Brazil, designed to deepen engagement with football fans through relevant and localized initiatives.
The partnership will feature match-linked promotions, merchandise giveaways, and access-led experiences. It will also include game-specific incentives that will return across multiple rounds of the season. Marc Tarrandas, managing director of LaLiga South America, highlighted Brazil as one of the most dynamic football markets globally. He added that working with SportyBet enables LaLiga to bring fans closer to the league’s narratives and rivalries.
The agreement also aligns with SportyBet’s broader football positioning. Over the past year, the company has signed Real Madrid and Brazilian defender Éder Militão as brand ambassadors. This reinforces its ties to Spanish football at both club and league levels. More broadly, the deal highlights LaLiga’s strategy of using regulated partnerships to expand its international commercial footprint. Brazil remains a central pillar of this global growth plan.
