Luckia and LaLiga have renewed their sponsorship agreement through 2029, extending a commercial relationship that began in 2024 and giving the Spanish gambling operator a longer-term platform for football-focused marketing and fan engagement.
The new agreement was formally presented at Luckia’s headquarters in A Coruña, with LaLiga President Javier Tebas, Luckia President José González and Vice President Alfredo González attending the event. Former Spain international and Deportivo de La Coruña defender Joan Capdevila also participated after joining Luckia’s latest promotional campaign.
Luckia originally became an official LaLiga partner in 2024 under a three-season agreement. The extension keeps the competition at the centre of the operator’s sports marketing strategy while allowing both organisations to develop further digital campaigns, branded content and fan experiences.
During the first phase of the partnership, Luckia introduced football formats including La previa de Luckia and El golazo de Luckia. Other activations have included Brotan tréboles de Luckia en LaLiga and Donde hay fútbol, hay Luckia, which incorporated the company’s clover branding into football-related promotions.
The operator has also launched Luckia Tréboles F.C., a dedicated Instagram and TikTok channel focused on football stories, trivia and entertainment. The initiative forms part of a broader attempt to reach digital audiences with content extending beyond conventional sportsbook advertising.
Luckia has supported its LaLiga campaigns with a growing group of former footballers, including Guti, Fernando Morientes, Gaizka Mendieta, Miguel Ángel Moyá, Diego Godín, Javier Mascherano and Julio Baptista. Capdevila is the latest addition to the group.
The renewal also comes as Luckia continues expanding its international operations. The company currently operates across Spain, Portugal, Croatia, Colombia, Chile, Peru, Mexico and Cameroon, while its casino portfolio includes 16 properties across five countries.
Latin America has become an increasingly important part of that strategy. Luckia strengthened its position in Colombia in 2025 by acquiring the remaining 50% of Egasa Colombia that it did not already control, while the group has also been examining further international expansion opportunities following record financial results.
For 2025, Luckia reported revenue of €632.1 million, up 4.8% from €603.1 million a year earlier. Net profit climbed 71% to €20.8 million, providing the group with additional financial flexibility as it evaluates future growth.
The extended LaLiga agreement gives Luckia continuity around one of its most prominent sponsorship assets as it combines football, digital entertainment and international brand development. LaLiga, meanwhile, said the longer partnership reflects a shift towards sponsorships built around sustained fan interaction rather than simple logo exposure.
Both companies will continue working together through 2029 on new content, experiences and marketing activations designed to extend engagement with football audiences beyond matchday itself.