LaLiga has secured a new sponsorship deal that will add extra juice to its most dramatic moments. On Friday, the league and battery giant Duracell announced a three-year global collaboration that will make Duracell the official added time partner of the competition, starting with the 2026-27 season.
The partnership, unveiled at an event in Barcelona, will see Duracell branding appear on the fourth official's electronic panels and in other visible areas during matches. The move is designed to link the brand's promise of long-lasting power with the high-stakes intensity of stoppage time in football.
“Duracell represents power, effort and long-lasting endurance: the qualities that drive you when everything is on the line,” said Javier Hernández Rata, Duracell's global marketing director, in a statement. “Football doesn't stop at the regulation time, and neither do we. Added time is where adrenaline spikes, where heroes emerge and where the game comes alive. That's when power is crucial.”
Gülhande Sanay, Duracell's president for Africa and Europe, added: “LaLiga gives us a year-round cultural stage in our priority markets worldwide and a platform to reach passionate consumers across the globe.”
For LaLiga, the alliance is a strategic play to enhance the experience of the most electrifying phase of matches. Jorge de la Vega, LaLiga's general manager of business, explained: “LaLiga is home to some of the most dramatic moments in world football, and many of them happen in added time. Partnering with Duracell allows us to celebrate those moments in a fresh and compelling way, connecting with fans through the excitement and unpredictability that defines our league.”
The announcement also featured former Portuguese international Luis Figo, who knows a thing or two about late-game heroics. “When you're in the stadium and the added time board goes up, the intensity rises, the crowd gets louder and every ball counts more,” Figo said. “I've seen many decisive moments in LaLiga that happen after the 90th minute.”
As the 2026-27 season approaches, fans can expect to see Duracell's branding light up the fourth official's board every time the referee signals additional minutes. The partnership is set to run for three seasons, covering the 2026-27, 2027-28 and 2028-29 campaigns.
This deal marks another step in LaLiga's efforts to commercialize its product globally while creating memorable fan engagement. By aligning with a brand synonymous with endurance, the league underscores the notion that the game is far from over when the clock hits 90.
Based on reporting from Fútbol // marca.
