lto the Spanish team faces the World Cup in the group of first favorites. He has earned it based on results, be European champion and to have footballers who are world reference. That makes it powerful on the playing field and loaded with appeal for brands.
Of what was the spanish national team in commercial value at the gates of the Euro to what it is today, with the World Cup less than two weeks away, a world exists. There are two agreements that clearly speak of the growth and level of impact of the Spanish national team brand.
They are those reached with Loewe and Google. Beyond the agreement in economic terms, the leap that is made is at the level of prestige. The selection joins its name to a leading brand in the world. The agreement, which runs until the 2030 World Cup, is based on a collection that has been developed under the supervision of Jack McCollough and Lazaro Hernandezcreative directors at Loewe. This new line combines tailoring with more relaxed-inspired garments: polo shirts, jackets, pants, footwear and leather goods are part of a proposal designed to balance sophistication, comfort and functionality. Furthermore, in the case of the men’s team, the set incorporates leather goods accessories, one of the historical hallmarks of the house.
The agreement with Google adds the Spanish team to a plan by the American giant linked to soccer. Spain joins Brazil, Argentina, Germany, France, the United States and Morocco.
They are two jewels in the crown of a work that since August 2024 has been leading Ramon Plaza from the department that was renamed Commercial and Business Development. One of the lines of work outlined is that the brands that join the national team do so with a plan until 2030. That whoever bets on Spain does so now and that whoever wants to join the doors of the Spanish, Portuguese and Moroccan World Cup knows that it will cost them more than those who have believed in the long term.
The big change
This growth of the Spanish national team brand is reflected in sponsorships. At the World Cup in Qatar (Finetwork) and the Euro in Germany (Silbö), Spain attended with a single sponsoring partner. He arrives at this World Cup with five: Ebro, Mapfre, Movistar, BCD Sports and Iberdrola.
The second level, that of sponsors, has doubled: from five to ten. The total number of brands linked to the national team through the four existing channels (sports sponsor, always Adidas, sponsoring partners, sponsors and collaborators) has gone from 18 to 29 in two years. Brands with the power of Ramón Bilbao, Tierra de Sabor, EA Sports, El Pozo, Old Spice, Skip, Hellmans…
Adidas the white t-shirt
Spain and Argentina have become the crown jewels of the German company. Linked to the Spanish team for decades, no one remembers an impact on sales like the one Spain’s second shirt has had for this World Cup. Since it was launched in March, the phenomenon has been astonishing. Sales have skyrocketed like never before on the eve of a major competition.
Lamine Yamal, another world
Never before had Spanish football had a player with the media impact of Lamine Yamal. None of the 23 world champions in South Africa came close to the market shares of the 19th team. The impact of any action in which Lamine Yamal is the protagonist triggers the volume of interactions.
Lamine Yamal appears at the World Cup in the foreground of the stars, at the same level as Mbappé, Haaland, Kane or Vinicius. The power of its image is commercial gold for Adidas, its sports brand, and for all the companies that have decided that the Spanish team is a safe bet. Of present and future.
