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Report: BBVA will drop La Liga sponsorship at end of season

Reuters

Spanish bank BBVA will reportedly drop its naming rights and sponsorship of La Liga's Primera and Segunda (first and second) divisions at the conclusion of the 2015-16 season.

BBVA has been the primary name sponsor for the Spanish leagues since 2006 in the second division and 2008 in the first, but is ending that partnership "based on the strategic change the bank is undertaking, with the focus shifting towards the digital transformation of the bank on a global level."

BBVA explained that La Liga "is now in a new scenario which will allow the brand to develop internationally, with a strong commitment to global expansion," and that its goals now involve "developing a strategy based on personalization, something within the the digital realm which will address global impacts."

It's a lot of corporate speak, sure, but it points to one thing: La Liga may be getting a new name and logo pretty soon. We're just hoping it's not as brutal as one of Spain's other sponsorship agreements in Getafe.

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