LaLiga, has broadened its partnership with Polish sports drink brand Oshee. The collaboration now extends across 43 European markets. Meanwhile, Indian streaming service FanCode has renewed its broadcast rights for the Copa del Rey and Supercopa de Espana competitions.
Oshee first partnered with LaLiga in 2023 in a deal focused on the Polish market. This alliance has now been expanded to cover all European territories except Spain and Vatican City. The partnership between LaLiga and Oshee is set to continue, featuring a series of co-branded marketing campaigns and fan engagement initiatives. These initiatives are designed to capture the attention of sports fans and sports betting enthusiasts alike. One such initiative includes the release of Oshee cans adorned with images of top LaLiga stars.
Fans can look forward to seeing their favorite players like Lamine Yamal and Robert Lewandowski from Barcelona, Kylian Mbappé and Jude Bellingham from Real Madrid, Julián Álvarez from Atletico Madrid, Nico Williams from Athletic Club, Mikel Oyarzabal from Real Sociedad, Georges Mikautadze from Villareal, and Antony from Real Betis featured on these cans. In addition to this exciting merchandise collaboration, there will be extensive in-person, TV, and digital advertising campaigns that aim to reach a broad audience base. Furthermore, co-branded point-of-sale materials will be introduced as part of this partnership's ongoing efforts to engage fans in unique ways.
Historically, these activations have been particularly centered around the iconic El Clasico derby game between Real Madrid and Barcelona. The next match is scheduled for May 10 in LaLiga. Oshee's previous collaborations include partnerships with Real Madrid, German side Borussia Dortmund as well as deals with Polish soccer stars Lewandowski and Krzysztof Piątek along with the top Polish league and national team.
FanCode secures broadcast rights extension
In other Spanish soccer news, RFEF governing body has extended its broadcast rights agreement with FanCode for its Copa Del Rey and Supercopa de España matches. The deal will be active for all nations across the Indian sub-continent, excluding Pakistan where Begin holds rights.
The Copa del Rey rights will span the next two campaigns (2025-26 to 2026-27), while the Super Cup competition rights will last for the next three editions (2026, 2027, and 2028). FanCode has been covering these two competitions since the beginning of the 2023-24 campaign. After securing a five-year broadcast deal with LaLiga for top-flight club competition in 2025, FanCode has now consolidated its coverage of Spanish soccer in India by capturing these supplementary knockout cup competitions.
The current Supercopa de España is underway in Jeddah, Saudi Arabia. With Saudi Arabia's time-zone being more suitable to Indian audiences than Spain's, FanCode likely hopes to attract local viewers with prime-time action.
