LALIGA Signs Duracell in New Global Added Time Sponsorship Deal

LALIGA signs Duracell in a major new three year global partnership agreement that will make the battery brand the league’s official partner of added time beginning from the 2026-27 season. The collaboration will be activated during matches through fourth official boards, stadium integrations, digital campaigns, and broadcast assets across LALIGA competitions.

The agreement was officially unveiled in Barcelona ahead of El Clásico, with former Portugal and Real Madrid star Luís Figo attending the launch event alongside senior executives from both organisations. The partnership focuses specifically on football’s decisive late game moments, with both brands positioning added time as a symbol of endurance, intensity, and match defining drama.

Under the deal, Duracell becomes the latest global LALIGA official partner as the Spanish football league continues expanding its international commercial portfolio through sponsorship and media driven partnerships. LALIGA stated that over the last five seasons, around eight percent of league goals were scored after the 90th minute, while nearly 65 percent of those goals directly changed match outcomes.

LALIGA Business General Manager Jorge De La Vega Fernández said the partnership celebrates “some of the most dramatic moments in world football,” while Duracell Global CMO Javier Hernandez Reta added that “football doesn’t stop at regular time, and neither do we.”

The collaboration also represents a significant step in Duracell’s broader sports marketing expansion strategy. The company has recently increased investments in global sports properties, with LALIGA becoming its first major European football rights partnership.

According to league figures, LALIGA currently reaches audiences in more than 185 countries with an estimated annual television audience of 2.7 billion viewers and over 268 million social media followers globally. Officials believe the Duracell partnership will strengthen fan engagement during key match moments across television, social media, and stadium activations.

The launch timing ahead of El Clásico further underlined the commercial value attached to high pressure match moments. The Real Madrid vs Barcelona rivalry remains one of football’s most watched annual sporting events globally, regularly drawing hundreds of millions of viewers worldwide.

Sportscape feels that LALIGA’s added time sponsorship concept reflects how football leagues are increasingly commercialising specific emotional moments within matches rather than only selling traditional league wide branding rights. As sports sponsorship evolves, highly targeted branding around decisive game moments may become one of the next major trends in football’s global commercial ecosystem.