Meliá Hotels International and LALIGA have formed a partnership in the Middle East to strengthen their brand presence in the region
Two global icons of the Spain brand are teaming up to conquer one of the most passionate markets for football and hospitality
Meliá Hotels International and LALIGA announced today a sponsorship agreement uniting two leading Spanish brands with a common goal: to strengthen their position in one of the most promising luxury markets with a passion for football and hospitality, the Middle East.
This alliance represents a decisive commitment to growth and visibility in a key region for both companies, where the beautiful game and quality tourism go hand in hand. As a result of this agreement, Meliá Hotels International—which currently operates two hotels in the United Arab Emirates: the ME Dubai and the Meliá Desert Palm, a member of the Meliá Collection—will have a prominent presence at all LALIGA matches broadcast in the region, with market-specific visibility on pitch-side advertising.
The addition of Real Madrid and FC Barcelona legend Luis Figo as a LALIGA ambassador will further strengthen the bond with fans, creating authentic connections that integrate sport, lifestyle, and travel.
In addition, a comprehensive activation program has been designed to connect directly with guests and fans. Through the MeliáRewards loyalty program, members can enjoy unique VIP experiences: match tickets, exclusive stadium visits, player encounters, and much more, bringing the excitement of LALIGA to the most loyal travelers of Spain's leading hotel company.
The collaboration also includes Meliá's presence on LALIGA Show in Arabic, LALIGA's successful program with extensive reach on YouTube and social media. Special episodes will also be filmed from some of Meliá's current hotels in Dubai, strengthening the bond between the two brands in a relatable and inspiring format.
In the digital arena, the agreement includes a robust content plan and joint campaigns on LALIGA's official social media channels, including Instagram, where the competition has more than 50 million followers worldwide.
“This sponsorship represents the union of two global ambassadors of the Spanish brand. We share values such as excellence, passion, and an international vocation. With this alliance, we aim to continue building unique experiences and increase our impact in a key market for our company, the Middle East, where we have a significant focus of expansion,” said Gabriel Escarrer, President and CEO of Meliá Hotels International.
Javier Tebas, President of LALIGA, stated: “The Middle East is a key region for LALIGA, and this alliance with Meliá Hotels International reinforces our commitment to global expansion. Joining a brand with which we share origins, values, and an international vision represents a great opportunity to continue growing together and bring the LALIGA universe closer to millions of fans and travelers around the world.”
Source: Meliá Hotels International