OSHEE becomes official partner of LALIGA across 43 European markets

Sport has long been one of the key areas of OSHEE’s activities. The expansion of the partnership with LALIGA strengthens the brand’s presence across European markets and aligns with its long-term marketing strategy, confirming its growth ambitions and continued strengthening of its position in key countries. This collaboration has already been brought to life through joint activations in key markets such as Poland, including initiatives linked to ELCLASICO, reinforcing fan engagement and demonstrating the partnership’s potential. The extension of the agreement will now allow this approach to be taken to the next level, scaling these initiatives across new European territories.

In this sense, Jorge de la Vega, Managing Director of LALIGA, said: “The expansion of our agreement with OSHEE represents a key strategic step for LALIGA, as it allows us to strengthen our international presence and reach across 43 European markets. This partnership reflects a shared vision of growth, innovation and fan engagement through sport, and reinforces the value of LALIGA as a global platform for brands seeking to make an impact in new territories”.

Products inspired by LALIGA

As part of the partnership across the covered markets, OSHEE isotonic drinks will be introduced featuring dedicated labels inspired by the world of LALIGA. The labels will showcase images of some of the league’s most recognisable players, including Lamine Yamal, Kylian Mbappé, Jude Bellingham, Robert Lewandowski, Julián Álvarez, Nico Williams, Mikel Oyarzabal, Georges Mikautadze and Antony. 

“The expansion of the partnership with LALIGA is a natural step in OSHEE’s further development across international markets. Football evokes strong emotions and connects millions of fans — just as we combine the functionality of our products with consumers’ active lifestyles. Our partnership with LALIGA is based on a shared understanding of sport as a process that requires regularity, conscious decisions and care for the fundamentals, such as proper hydration. We are pleased that together we can promote an active lifestyle and the values that connect our brands across so many countries at the same time” – says Tadeusz Czarniecki, Marketing Director at OSHEE.

Emotions beyond the stadium

Alongside product-related activities, OSHEE will jointly carry out consumer activations with LALIGA across 43 markets. Advertising campaigns will be rolled out across television, digital and outdoor channels. At points of sale, dedicated POS materials supporting the partnership communication will also appear alongside OSHEE products. The aim of these activities is to strengthen fan and consumer engagement, promote a conscious and active lifestyle in which proper hydration plays an important role, and build a coherent, emotionally engaging brand experience around football.