August 1 – La Liga have signed a multi-year partnership with Lowe’s, which will see the brand become the title sponsor of its North American ‘El Partidazo’ event series.
Beginning with the 2025/26 La Liga season, the events – which are essentially watch parties with big brand influence, budget and former player guests – will now be branded as the ‘El Partidazo presented by Lowes’, with the brand also set to receive ‘significant branding exposure’ at each El Partidazo event via LED boards.
When La Liga North America launched in 2018, its primary ambition was to bring Spanish football and culture closer to fans in the United States, Canada and Mexico. The 50-50 joint venture between Spain’s top league and Relevent was built with events and activations in mind, which the El Partidazo has embodied since its launch in 2023.
Since then, it has grown into its own fanfare beast, having organised more than 100 events since launch.
The sponsorship is an expansion of the brand’s investment in football, which also includes partnerships with MLS clubs Charlotte FC and Inter Miami CF, the 2024 Copa América, and a player-specific deal with Lionel Messi.
The official 2025/26 El Partidazo schedule, locations to be announced, is as follows:
Atlético de Madrid vs. Real Madrid CF (September)
Real Madrid CF vs. FC Barcelona (October)
Real Madrid CF vs. Atlético de Madrid (March)
Atlético de Madrid vs. FC Barcelona (April)
FC Barcelona vs. Real Madrid CF (May)
“The partnership with Lowe’s is a testament to the execution and success of the long-term investment we made when we first launched LALIGA North America seven years ago,” said Patrick Lowe, LaLiga North America head of commercial partnerships. “LaLIiga North America offers brand partners like Lowe’s unrivaled opportunities to engage soccer’s young, diverse, multicultural audience at a national scale with local impact.”
“At Lowe’s, we believe home is where fandom begins, whether it’s building pre-game traditions in the backyard or watching matches together in the living room,” said Gerardo Soto, vice president of media and sports marketing at Lowe’s.
“This partnership with LaLiga helps us show up for fans in meaningful ways, both on and off the field. By connecting with the passion and pride that soccer inspires, we’re inviting fans to make Lowe’s part of how they celebrate – and live – the game.”
Contact the writer of this story, Harry Ewing, at moc.l1754173893labto1754173893ofdlr1754173893owedi1754173893sni@g1754173893niwe.1754173893yrrah1754173893