LaLiga Signs Multi-Season Sponsorship Deal with Airbnb.

Roger Hampel

Image: LaLiga

Airbnb has entered the Spanish football market through a new multi-season sponsorship with LaLiga, becoming an official partner of one of the world’s most followed competitions. The agreement aims to merge football and travel by creating opportunities for fans to combine matchday attendance with authentic local experiences across Spain.

Expanding Beyond the Stadium LaLiga Airbnb

The collaboration is designed to enhance how supporters engage with football by positioning Airbnb as a facilitator of travel around the 800+ matches played each season. Fans following their teams across Spain will be encouraged not only to attend games but also to stay with local hosts, integrating cultural and community experiences into their trips.

Jaime Rodríguez de Santiago, Managing Director of Airbnb Marketing Services, SL, said:“This collaboration is the combination of two passions: football, which unites people, and travel. We want fans not only to enjoy matches but also to discover the cultural richness of Spain and create memorable experiences with the hospitality of Airbnb hosts.”

LaLiga’s Approach to Fan Experience

The partnership reinforces LaLiga’s strategy of linking football to broader lifestyle and cultural touchpoints. By partnering with Airbnb, the league positions itself to provide an additional dimension to the supporter journey.

Jorge de la Vega, General Business Director of LaLiga, commented:“Football is not only experienced inside stadiums but also through the journeys and activities surrounding each match. This collaboration with Airbnb allows us to connect with our fans in new ways, giving them the chance to feel at home wherever they travel to support their team.”