Luckia Extends LaLiga Partnership Until 2029

Luckia has extended its partnership with LaLiga until 2029, continuing a relationship established in 2024 between the Spanish betting operator and the country's leading professional football competition.

The renewal was announced at an event in A Coruña, the home city of Luckia owner Grupo EGASA, attended by LaLiga President Javier Tebas, Luckia President José González and Vice President Alfredo González. Former Spain international Joan Capdevila also participated after becoming the latest former footballer to feature in Luckia's marketing activities.

The extended agreement will provide Luckia with an expanded range of marketing opportunities across digital content, social media, matchday campaigns, fan experiences and other brand activations.

Luckia Builds On LaLiga Partnership

Grupo EGASA has used its relationship with LaLiga to strengthen Luckia's presence in Spain since the original agreement was signed two years ago. The renewal also comes as the company considers further expansion opportunities across Latin America, where Spanish football has a significant following.

José González said the first two years of the partnership had demonstrated its ability to connect Luckia with football supporters while creating opportunities beyond conventional sponsorship exposure.

“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.”

Existing content formats including La previa de Luckia and El golazo de Luckia will continue under the renewed agreement, alongside campaigns such as Brotan tréboles de Luckia en LaLiga and Donde hay fútbol, hay Luckia.

Responsible Gambling Remains Part Of Agreement

Luckia will continue to support LaLiga's safer and responsible gambling initiatives, with the operator's football ambassadors set to participate in related campaigns.

The company's ambassador roster includes former players Guti, Gaizka Mendieta, Fernando Morientes, Miguel Ángel Moyá, Diego Godín, Julio Baptista and Javier Mascherano. Capdevila, who was part of Spain's 2010 World Cup-winning squad, is the latest addition and features in Luckia's first campaign teaser for 2026.

Luckia will also continue developing Luckia Tréboles FC, its dedicated Instagram and TikTok channels featuring football stories, entertainment and trivia aimed at younger adult audiences.

LaLiga Targets Greater Fan Engagement

Tebas said the extended agreement reflected how sports partnerships have evolved beyond conventional branding, with sponsors increasingly expected to develop content and experiences that engage supporters directly.

“Sports sponsorship has changed, and today it is no longer enough to associate a logo with a competition,” Tebas 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 said the longer-term partnership will provide both organisations with further opportunities to reach new audiences through football-related content, experiences and activations, while maintaining responsible gambling as part of their collaboration.