Oshee extends LaLiga deal to add Spain market push
Polish sports nutrition brand Oshee has expanded and extended its LaLiga partnership to include Spain as it prepares a market entry backed by in-stadium and broadcast exposure.
Oshee has broadened its partnership with LaLiga to cover Spain, extending a relationship that began as a Poland-focused play and then expanded across 43 European markets earlier this year.The move gives LaLiga a fast-growing consumer brand that is using football rights to support retail expansion, while Oshee gains domestic Spanish visibility around one of the world’s biggest leagues as it prepares to begin selling locally.Oshee was founded in 2008 and is headquartered in Kraków, building distribution across more than 50 markets through sports drinks and nutrition products.The LaLiga partnership started in 2023 with an emphasis on Poland, including co-branded products and star player-led packaging that helped the brand link itself to elite football storytelling.Oshee then widened the relationship in January when it became an official partner of LaLiga competitions across 43 European markets, a step aligned with the company’s international growth strategy.The latest agreement brings Spain into scope, adding in-country branding rights that include exposure at matches and on television broadcasts, and extending the partnership to the end of the 2027–28 season.Jacek Łowigus, head of Oshee’s Iberian operations, commented: “As a brand from Poland, but built with global ambition… Spain is the natural next step in Oshee’s international development.”The Spain expansion is designed to support Oshee’s go-to-market plan, with the company set to introduce its range of electrolyte and vitamin-fortified drinks as well as protein bars.LaLiga executive director Jorge de la Vega welcomed the expanded agreement and linked it to LaLiga’s wider commercial strategy of using international partnerships to build brand relevance and monetisation across multiple territories.De la Vega stated: “A significant step in our already well-established international relationship,” and praised Oshee’s “clear international ambitions and strong commitment to sport.”The partnership underlines how leagues are now selling more than logo placement, with brands increasingly expecting an integrated mix of product licensing, broadcast visibility, and activation inventory that can support retail goals market by market.It also reflects LaLiga’s continued reliance on commercial partners to complement overseas media distribution, using sponsor campaigns to keep the league visible between big match moments and help drive fan engagement where the league is trying to grow.