Duracell becomes LaLiga added time partner
LaLiga has signed Duracell as a three-year global partner, creating an “added time” sponsorship property that will activate in stadiums from the 2026–27 season.
LaLiga has agreed a three-year global sponsorship deal with Duracell that names the battery brand as the competition’s official partner of added time.The partnership is due to activate in stadiums from the 2026–27 season, using fourth official boards and additional in-venue and digital touchpoints linked to stoppage time moments.Jorge De Le Vega Fernández, LaLiga business general manager, said: “LaLiga is home to some of the most dramatic moments in world football, many of which happen in added time.”“Partnering with Duracell allows us to celebrate these moments in a fresh and compelling way, connecting with fans through the emotion and unpredictability that defines our league.”Duracell is positioning the property around endurance and late-match drama, aligning the brand with high-attention minutes that regularly deliver decisive goals, referee interventions and peak audience engagement.LaLiga launched the partnership in Barcelona ahead of El Clásico with Luis Figo involved in the announcement, signalling an intent to build cut-through around a match that already delivers global reach.Javier Hernandez Reta, Duracell global chief marketing officer, said: “Duracell stands for power, effort, and endurance – the qualities that carry you when everything is on the line.”“Football doesn’t stop at regular time, and neither do we. Added time is where hearts race, where heroes rise, and where the game comes alive. That’s when power matters most.”The deal gives LaLiga a sponsor-ready narrative that can be packaged consistently across matches, offering a repeatable broadcast and stadium moment that is simple to integrate and measure.Duracell described LaLiga as its first European football property partner, adding top-tier football to a wider sports marketing strategy aimed at linking the brand to performance under pressure.Activation details beyond the added time boards were not disclosed, but the structure suggests a mix of in-stadia branding, content formats and fan engagement mechanics built around stoppage time drama.