Sevilla FC and Cruzcampo Renew Multi-Year Partnership, Extending One of Spanish Football’s Longest Commercial Relationships.

Roger Hampel

Image: Sevilla FC

Sevilla FC has renewed its long-standing partnership with Cruzcampo, extending a commercial relationship that now spans more than five decades. The new multi-year agreement ensures that the beer brand remains an official partner of the club and continues its visibility across key fan-facing assets, including matchday integration at the Ramón Sánchez-Pizjuán Stadium and the back-of-shirt sponsorship on the Sevilla FC Women’s team.

The renewal reinforces one of the most enduring commercial alliances in Spanish football, linking two centenary institutions with deep regional roots in Seville and Andalusia.

A Partnership Anchored in Regional Identity Sevilla FC Cruzcampo

Few sponsorships in LaLiga carry the historical continuity of Sevilla FC × Cruzcampo.

The collaboration has become a case study in how long-term regional alignment can outlast market cycles, ownership changes and shifts in commercial strategy.

While most top European clubs rotate commercial partners every three to five years, Sevilla FC and Cruzcampo have maintained a relationship for over 50 years — making it one of the longest-running club–brand partnerships in Europe.

Under the renewed agreement, Cruzcampo will retain:

• stadium presence at the Ramón Sánchez-Pizjuán,

• commercial integration across matchday hospitality,

• and the back-of-shirt placement on Sevilla FC Femenino, first introduced in 2022.

Campaign Activation: “Every day I choose you”

To mark the renewal — and in the lead-up to the Seville derby, which was played on 30 November — Sevilla FC and Cruzcampo launched a co-produced campaign titled “Every day I choose you.”

The campaign highlighted fan loyalty and Sevillian identity and featured contributions from influencer Espe Borrás and actor Alberto López.

The activation was produced by Sevilla FC+ and served as both an affirmation of the partnership’s cultural significance and a strategic reminder of the brand’s embeddedness in the local football community.