Luckia has extended its status as a principal partner of LaLiga, continuing a relationship established in 2024 to promote its brand and safer gambling across Spain’s top tier of professional football.
The partnership extension through to 2029 was announced on Friday at a press conference in A Coruña, the home city of Grupo EGASA, the leisure and hospitality group that owns Luckia.
The event was attended by LaLiga President Javier Tebas, Luckia President José González and the operator’s Vice President, Alfredo González. Former Spain international and 2010 World Cup winner Joan Capdevila also participated as the face of Luckia’s first campaign teaser for 2026.
For EGASA, the LaLiga partnership has served as a foundation for strengthening Luckia’s profile in its home market since the agreement was first signed in 2024.
The renewal carries further strategic importance as EGASA’s leadership confirmed during the first half of 2026 that it is evaluating expansion opportunities across Latin America. LaLiga’s significant following in Spanish-speaking markets provides Luckia with a recognised platform through which it can support its international ambitions.
José González described the extension as an important step for the operator, underlining the commercial value delivered by the partnership during its opening two years.
“Since the first agreement, we have seen the enormous potential of this collaboration to connect our brand with millions of fans while developing content and experiences that go far beyond the 90 minutes,” González said.
“We share values with LaLiga such as effort, teamwork, perseverance and passion, and we are convinced that this new phase will allow us to continue innovating and creating distinctive propositions for fans.”
Under the renewed agreement, Luckia will gain access to an expanded roster of marketing inventory spanning original digital content, social-media formats, matchday campaigns, fan experiences and brand activations.
New social media coverage
The partners will continue to develop established content properties including La previa de Luckia and El golazo de Luckia, alongside campaigns such as Brotan tréboles de Luckia en LaLiga and Donde hay fútbol, hay Luckia.
Luckia will also build the audience of Luckia Tréboles FC, its dedicated Instagram and TikTok channel offering football stories, entertainment and trivia for younger adult audiences.
A further focus of the renewed partnership will see Luckia’s football ambassadors participate in campaigns promoting LaLiga’s safer and responsible gambling initiatives.
The operator has assembled an extensive ambassador roster since 2024, featuring Guti, Gaizka Mendieta, Fernando Morientes, Miguel Ángel Moyá, Diego Godín, Julio Baptista and Javier Mascherano. Capdevila becomes the latest former player to join Luckia’s marketing activities.
Commenting on the renewal, Tebas said that modern sports sponsorships must establish meaningful connections with supporters rather than rely solely on brand visibility.
“Sports sponsorship has changed, and today it is no longer enough to associate a logo with a competition,” he said. “You have to connect with fans, create genuine experiences and build a credible relationship with audiences.
“That requires time, and the renewal until 2029 is a clear statement of intent from both parties.”
LaLiga stated that the extended partnership would allow the two organisations to continue taking football “beyond the 90 minutes”, while reaching new audiences through differentiated content, experiences and activations.