La Liga signs innovative deal with Remitly in US and Canada

  La Liga have signed a multi-year partnership with Remitly, which will see the Seattle-based online remittance service become the inaugural title sponsor of pickup football events across the US and Canada, beginning this season.

The main focus of the deal is to extend Remitly’s branding through La Liga ‘El Partidazo’ events – which are essentially big-budget watch-alongs at various venues spanning North America throughout the season. 

 

The events run in tandem with the biggest La Liga clashes of the season and act as a unique matchday alternative for fans thousands of miles from the action, in an effort to engage with La Liga’s broad North American fanbase without them having to leave their backyard. 

 

The organisation has even pushed for former players to appear at select El Partidazo events, including the likes of Ballon d’Or winner Rivaldo and Real Madrid legend Iker Casillas. 

 

Having signed on the dotted line, Remitly will also gain a presence during La Liga broadcasts in the US and Canada through LED boards and the 3D carpet near the goal during select Real Madrid, FC Barcelona and Atlético de Madrid matches. 

 

“La Liga has long held a deep, cross-national connection with Hispanic Americans, serving as a shared passion that bridges cultures and generations,” said Santiago Lucio, La Liga North America Head of Sales. 

 

“Our partnership with Remitly builds on that connection—just as La Liga keeps fans close to the game they love, Remitly helps them stay connected to home.” 

 

“Remitly is rooted in supporting families and communities around the world,” added Rina Hahn, the company’s Chief Marketing Officer. 

 

“Our partnership with La Liga creates new opportunities to bring people together through the universal language of soccer—fostering connection, joy and a sense of belonging in the communities we serve across the U.S. and Canada.”