Real Sociedad and Keler Extend Longstanding Partnership Through 2030.

Roger Hampel

Image: Real Sociedad

Real Sociedad and San Sebastián-based beer brand Keler have renewed their longstanding partnership, extending the collaboration until the 2029/30 season. The agreement cements one of the most enduring commercial relationships in Spanish football, with both parties reaffirming their shared values and commitment to the Basque community.

A Two-Decade Alliance Real Sociedad Keler

The partnership between Real Sociedad and Keler began in the summer of 2006—a difficult moment for the club. Since then, the relationship has grown stronger, surviving ups and downs and culminating in nearly 20 years of continued support. The renewal was formalized earlier this week at the club's offices by Real Sociedad president Jokin Aperribay and Keler's marketing director Lore Azpitarte.

Key Quotes from the Announcement

Jokin Aperribay, President of Real Sociedad:“When you renew a partnership after two decades, it means they’ve been excellent years—of extraordinary, fruitful collaboration for both parties. We’re very pleased that Keler continues to trust in Real and views us as a valuable partner. We want to thank them for being a model partner.”

Lore Azpitarte, Marketing Director at Keler:“This is much more than a sponsorship for Keler. It’s the natural union of two historical symbols of San Sebastián. Beyond our local origins and Basque pride, we share the same way of living, feeling, and celebrating with Real Sociedad.”

One Club, One Beer

Keler has been a visible and active partner throughout Real Sociedad’s modern history. The brewery played a key role in centenary celebrations and has supported both the players and the fanbase through branded campaigns and initiatives. Notably, Keler sponsors the annual “Player of the Season” award, selected by fans, with recent winners including Robin Le Normand (2021/22), Takefusa Kubo (2022/23), Ander Barrenetxea (2023/24), and Martín Zubimendi (2024/25).

Beyond branding, the partnership reflects deep-rooted values of loyalty, local pride, and cultural identity, resonating with Real Sociedad’s positioning as a community-first club.