Real Betis Signs Maurice Lacroix as Official Watch Partner to Expand Premium Sponsorship Portfolio.

Roger Hampel

Image: Real Betis

Real Betis has signed Swiss watchmaker Maurice Lacroix as its Official Timekeeping Partner, adding a luxury brand to its sponsorship portfolio as the club continues to expand its international commercial positioning.

The agreement covers the remainder of the 2025/26 season and the full 2026/27 campaign, introducing a partnership that combines brand visibility with matchday activation and fan-focused experiences.

Matchday Activation as a Key Engagement Element

Maurice Lacroix joins Real Betis at a stage where clubs are increasingly attracting partners from the premium and lifestyle segments.

A central feature of the agreement is the integration of Maurice Lacroix into the matchday experience at Estadio La Cartuja.

The brand will be associated with a pre-match countdown activation linked to its AIKON collection, creating a recurring moment of visibility tied directly to the start of each game.

Executive Comments Real Betis

Stéphane Waser, CEO of Maurice Lacroix, underlined the connection between football and the brand’s core identity:

“In football, every second can be decisive, just as it is in watchmaking. We want to be present in those key moments alongside Real Betis.”

Ramón Alarcón, CEO of Real Betis, highlighted the importance of the partnership for the club’s commercial strategy:

“This agreement allows us to continue growing alongside international partners and develop new experiences that connect with our supporters.”