CEO Mahou San Miguel, Alberto Rodríguez-Toquero and President of LaLiga, Javier Tebas
Mahou San Miguel, a 100% Spanish, family owned company and leader in the brewing sector in Spain and LaLiga, a leader in the leisure and entertainment sector, today agreed a five-year deal for the brewer to become its global sponsor, according to a release made available to www.sportbusinessbrand.com by LaLiga Nigeria.
At the presentation ceremony, signed at LaLiga’s Madrid Headquaters, Mahou San Miguel CEO, Alberto Rodríguez-Toquero and President of LaLiga, Javier Tebas, highlighted the importance of the collaboration, which goes back more than a decade, and which strengthens the commitment of both entities “to football, the clubs and the fans”.
To underscore its commitment to the LaLiga, Mahou San Miguel already sponsors 15 teams in different categories and this global sponsorship will strengthen the presence of its iconic brands: Mahou, San Miguel, Alhambra and Founders outside Spain, especially in markets like the United Kingdom, United States of America, Portugal, Italy and Germany.
Mahou intends to boost its international brand visibility using LaLiga’s network of delegates and offices.
Speaking at the event, Alberto Rodríguez-Toquero stated that: “This agreement is much more than a sponsorship. It is a reflection of our historical bond with football and of our own purpose as a company: to create moments of unity and connection that improve people’s lives”, adding that “having LaLiga as a travel companion will allow us to strengthen our ties with fans and offer them unique content and experiences around football inside and outside our country.”
Reacting, Javier Tebas, said “at LaLiga we understand that this alliance with Mahou San Miguel represents the natural evolution of the relationship we have been building for ten years. We are both leaders and inspiring brands, and we have common values. We are convinced we are going to achieve new visibility in Spain and internationally with this partnership.”
LaLiga Santander Ambassadors: Aritz Aduriz and Patrick Kluivert were also present at the event.
About Mahou San Miguel
Mahou San Miguel is a 100% Spanish-owned, family-run beverage company and Spain’s leading brewer. It has 10 beer production centres—eight in Spain and two in the USA—and four water springs, with a team of almost 4,000 professionals.
Mahou San Miguel produces more than 70% of the Spanish beer consumed outside of Spain and is available in over 70 countries. It has an over 130-year history, which began with the founding of Mahou in 1890. In 2000, Mahou acquired San Miguel; then in 2004, the Canary Islands brand Reina, followed, in 2007, by Cervezas Alhambra; in 2011 the business diversified with the acquisition of Solán de Cabras. Since 2019, Mahou San Miguel has been the majority shareholder of the NorthAmerican craft brewers Founders Brewing and Avery Brewing.
The company has an extensive portfolio of domestic beers, including Mahou Cinco Estrellas, San Miguel Especial and Alhambra Reserva 1925; and international beers. It has innovative and category-creating products like San Miguel 0,0, San Miguel ECO and Mahou Barrica; natural mineral water brands like the iconic Solán de Cabras; and it has ventured into the cider segment with La Prohibida.
It has also been a pioneer in the sector for launching its e-commerce store: Tienda Mahou San Miguel. Focusing on people and contributing to the economic and social progress of our country, Mahou San Miguel is a socially responsible company that channels its charitable activity through the Mahou San Miguel Foundation, created in 2013.
LaLiga is a global, innovative and socially responsible organisation, a leader in the leisure and entertainment sector. It is a private sports association composed of the 20 clubs and SADs (public limited sports companies) in LaLiga Santander and the 22 in LaLiga SmartBank, responsible for the organisation of these national professional football competitions.
LaLiga is the football competition with the most social media followers in the world, currently exceeding 155 million on 17 platforms and in 20 different languages.
With headquarters in Madrid (Spain), it is present in 41 countries through its 11 offices and 44 delegates. The association carries out its social action through its Foundation and is the world’s first professional football league with a league for intellectually challenged footballers: LaLiga Genuine Santander.