OSHEE Expands LALIGA Partnership to 43 European Markets From 2026.

Roger Hampel

Image: LaLiga

LALIGA has confirmed an expanded commercial agreement with OSHEE that will see the hydration brand become an official partner of LALIGA competitions across 43 European markets from 1 January 2026.

The extension builds on an existing relationship and materially increases the geographic scope of the partnership, shifting it from selected national activations to a pan-European commercial rollout.

Partnership Scales From National Activations to Pan-European Coverage LALIGA

The revised agreement broadens OSHEE’s rights to cover LALIGA competitions across most of Europe, aligning with the brand’s international expansion strategy. Previous joint initiatives—most notably in Poland—served as pilot activations, including fan-facing campaigns linked to El Clásico. Under the new framework, similar activations will be deployed across additional territories.

From LALIGA’s perspective, the deal adds another consumer brand with distribution scale to its international commercial portfolio, reinforcing the league’s positioning as a multi-market marketing platform rather than a purely domestic competition.

Product Integration and Licensing Elements

As part of the expanded partnership, OSHEE will introduce LALIGA-branded isotonic drinks across covered markets. The products will feature league-inspired labels incorporating imagery of recognisable LALIGA players, integrating the partnership directly into retail-facing SKUs rather than limiting exposure to media placements.

Beyond product packaging, the agreement includes coordinated consumer campaigns across television, digital and out-of-home channels, supported by dedicated point-of-sale materials in retail environments. These activations are designed to operate consistently across multiple countries while allowing for local market execution.