Spanish bank BBVA will not remain main sponsor for the Spanish 1st and 2nd division, Liga BBVA and Liga Adelante, the two parties have announced.
La Liga Without Main Sponsor from 2016-17
BBVA first became Spain's 2nd division name sponsor in 2006, making it known as Liga Adelante, before expanding the sponsorship to the 1st division, which was called Liga BBVA since the 2008-09 season.
According to BBVA, the decision "is based on the strategic change that is underway, focused on the digital transformation of global bank." BBVA sources have indicated that the change "consists of developing a strategy based on personalisation, an essential part of the digital environment, in the face of global impacts."
Both BBVA and La Liga highlighted "the great success of their cooperation in recent years, which has enabled both institutions to spread their brands internationally," and have stressed their desire to "continue working with dedication during this season".
Interestingly, the Premier League is also losing it's name sponsor, Barclays, after the season, and is expected to go on without such sponsor from next season.
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