LALIGA and OSHEE expand their sponsorship agreement in Spain

LALIGA and OSHEE have extended their sponsorship agreement in Spain through the 2027/2028 season, strengthening their strategic alliance. This milestone consolidates a global collaboration already active in 44 international markets, focused on sport, innovation, and the promotion of an active and healthy lifestyle through football.

The sponsorship agreement between LALIGA and OSHEE was officially signed at LEGENDS The Home of Football in Madrid, an iconic venue celebrating the history, trophies, and legacy of one of the world's most prestigious football leagues. The event was attended by official LALIGA ambassadors and Spanish football legends David Silva and Jesús Navas.

The partnership between LALIGA and OSHEE — one of Europe's leading brands in the functional drinks and hydration segment — now enters a new phase in Spain, a key strategic market for both organisations. The collaboration will continue to develop around the hydration category, including isotonic and electrolyte drinks. OSHEE, a brand originating from Poland, is positioning itself in Spain as a truly global brand, deeply rooted in sport and a performance-oriented lifestyle culture.

Since its beginnings, OSHEE has built its identity through close ties with elite sport, partnering with some of the most recognised organisations and figures in football and world athletics, including Real Madrid, Borussia Dortmund, and the Polish Football Federation. The brand has also worked with internationally renowned ambassadors such as Iga Świątek and Robert Lewandowski, reinforcing its strong connection with high performance, discipline, and sporting excellence.

The partnership with LALIGA, first launched in 2023 in Poland and subsequently expanded across Europe, now reaches a new milestone with its direct activation in Spain — home to one of the most competitive and widely followed football leagues in the world.

It is worth noting that numerous high-profile Polish players have featured in LALIGA, contributing to their clubs' success. They have played a part in securing victories and titles for their teams, yet never before in LALIGA's history had a Polish company been directly involved as a sponsor.

Jorge de la Vega, LALIGA's Director General of Business, stated: "The extension of our agreement with OSHEE in Spain represents a very significant step within a partnership that already has a strong international dimension. We share a common vision of how to connect with fans through sport, innovation, and unique experiences that deepen the emotional bond with LALIGA. We are very pleased to continue growing alongside a brand with a clear international ambition and a firm commitment to sport."

For his part, Jacek Łowigus, CEO of OSHEE Iberia, noted: "Spain represents a natural step in OSHEE's international growth. As a brand born in Poland but developed with global ambition, we have always been tied to sport and an active lifestyle. Our goal is to offer high-quality hydration solutions for everyone — from professional athletes to people who embrace an active daily life. Our partnership with LALIGA gives us a unique opportunity to bring this philosophy to one of the most passionate football markets in the world."

Through this agreement, OSHEE will develop various activations and campaigns alongside LALIGA aimed at fans, both in physical and digital environments, with the goal of continuing to drive visibility for both brands and promoting values associated with sport, hydration, and wellbeing.

OSHEE products will also be distributed through more than 40 commercial partners across Spain. In parallel, the brand is launching a new product portfolio designed specifically for Spanish consumers, comprising functional drinks enriched with electrolytes, minerals, and vitamins in six flavour varieties. Alongside these drinks, OSHEE is also introducing its range of protein bars to the market. Combining great taste with high nutritional value, these bars are designed to support an active lifestyle.

 

With this partnership, LALIGA continues to advance its global growth strategy alongside leading brands capable of connecting with fans and creating new experiences around football and entertainment.