Spain is number 1 in the FIFA ranking and the market recognizes it. The team, with Luis de la Fuente at the helm, attracts new sponsors and returns to the forefront of global marketing. On the one hand, the wine and food of Spain, through the Ramón Bilbao Winery and the Tierra de Sabor logo -the products of Castilla y León-; and on the other, the renewal with TCL, a technological giant of Chinese origin with manufacturing centers in different countries.
The commitments to Georgia, in Alicante, and Bulgaria, in Valladolid, served to implement the presentations of new clients who trust La Roja. They will not be the last because there will be more news very soon to join Spain’s portfolio, on the way to the 2026 World Cup in the US, Mexico and Canada.
Spain has different advertising profiles on its roster. The official photo of the new wine of the current Euro Cup champion was illustrated by the smiles of Dani Olmo and Mikel Oyarzábal, with Aitor Karanka as host. Bodegas Ramón Bilbao, based in Haro (La Rioja), the homeland of Luis de la Fuente, has 100 years of history with vineyards in Rioja and Rueda.
One of the 50 most admired wine brands in the world in the Drinks International classification is betting on the Spanish selection. “We are where you feel, where you vibrate, where we all play with our hearts. Made to feel.” It is the leitmotif of a campaign of which its general director, Carlos Gallego, affirms that this alliance symbolizes and shares with the team values such as passion, leadership, improvement, excellence and feeling. The contract with the RFEF extends until 2027.
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TCL continues with La Roja
TCL, for its part, renews its commitment. He successfully tested his first sponsorship and reissued a new agreement. The results, being part of a champion team that offers top football on the field of play help the reputation of the Spanish national team. But why is this technology company extending its relationship until 2026?
To begin with, because once it has captured the attention of the public in Spain with its televisions – according to Omdia data, TCL led global sales of televisions of 85 inches or more in 2024 – and maintains its leadership in sales of air conditioners, its strategy for next year is to position itself in the sale of its refrigerators and washing machines.
Spain is one of the big favorites for the title in 2026. Karen Li, General Manager of TCL, and her company know that the spotlight will shine on Spain in the United States. A key image expansion platform. Mikel Merino and Marc Cucurella, two of the fashionable players of the European concert, came on stage to discuss this agreement.
Two Premier League players, representatives of Arsenal and Chelsea respectively, who help this technological partner in the Anglo-Saxon market.
And Spain has several vectors in its template in terms of marketing. World top players like Lamine Yamal. Image of the Adidas World Cup ball and with tik-tok language. Emerging young people like Huijsen, with the Real Madrid seal; or Nico Williams (Athletic) or Pablo Barrios, shuttler for Atlético de Madrid; great footballers with anglophone background -Zubimendi, Mikel Merino, Cucurella-; Champions League and club world champions -Fabián, at PSG- and a coach, Luis de la Fuente, who at the next FIFA Gala in December will once again be on the panel of candidates for best coach in the world.
With this cocktail, and once Ebro and Mapfre are already working in the team as sponsoring partners, the Commercial and Development and Business department of the RFEF continues to appeal to the imagination and sell new experiences, especially in hospitality and VIP areas in the stadiums.
Ramón Plaza, Commercial and Business Development Director of the Royal Spanish Football Federation (RFEF), stated that in his opinion several factors are determining factors in the upward trend in sponsorship. “We are on the path to continue growing. And it would not be like this if it were not, first of all, for the institutional stability that Spanish football and the RFEF achieved in the last year. Since the arrival of Rafael Louzán to the presidency, the Federation is synonymous with dialogue, consensus and loyalty inside and outside Spain,” he highlighted.
“This reality, together with the successes of our national teams, make the RFEF brand an attractive partner for the companies that have joined our family during this time: Mapfre, Halcón Viajes, Ebro, Tierra de Sabor, Ramón Bilbao, TCL, BKT… And those who will come, join teams that, today, occupy number 1 in the FIFA ranking of national teams in the world. Furthermore, They are associated with a way of understanding sport and the search for victory in the game that attracts attention inside and outside our country. Spain has been European champion giving a football lesson, with a group of young people who have formed a team and have engaged with the children and adults. This is a great association and it is normal that companies and institutions want to join,” he stressed.
The name of Castilla y León throughout the world
On Thursday the sponsorship promotion day with Tierra de Sabor ended. The penultimate to reach the Spain team. Male, female and sub ’21. “The flavor that unites us” is the campaign headline. The yellow heart and the selection are united by pride in their food. Official pantry of the national team, the internationals will carry the name of Castilla y León throughout the world.
Rafael Louzán and Alfonso Fernández Mañueco, president of the Junta de Castilla y León, staged the agreement. The agri-food sector in the region concentrates a total of 2,800 companies, with more than 45 percent located in rural areas, in an industry that employs more than 40,000 people.
From Tierra de Sabor they express that this agreement represents greater brand notoriety, support for the primary sector of Castilla y León and an emotional bond of unity and pride.
With information from EFE
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