Duracell teams up with LALIGA to celebrate dramatic football moments

Duracell has announced a new three-year global partnership with LALIGA, becoming the Official Partner of Added Time in one of the world’s most-watched football competitions.

Unveiled in Barcelona ahead of El Clásico, the collaboration aims to spotlight the intensity, emotion and unpredictability of football’s final minutes – the moments when matches, seasons and sporting legacies can be decided.

The partnership, which begins with the 2026/27 season, will see Duracell’s branding integrated into LALIGA’s added-time experiences across stadiums, broadcasts, digital platforms and fan activations. The initiative aligns with Duracell’s longstanding positioning around endurance, reliability and “lasting power”.

According to LALIGA statistics, more than eight per cent of goals over the past five seasons have been scored after the 90-minute mark, while nearly two-thirds of those goals have changed the outcome of the game. From title-deciding winners to dramatic comebacks, added time has become one of football’s most compelling stages.

For Duracell, the agreement represents a major step in its global sports marketing strategy and marks the company’s first partnership with a European football property. The brand believes the association with added time reflects the qualities it has championed for decades: resilience, performance and reliability when it matters most.

Javier Hernandez Reta, Duracell’s Global Chief Marketing Officer, said the collaboration reflects the brand’s commitment to celebrating perseverance and endurance.

“Football doesn’t stop at regular time, and neither do we,” he said. “Added time is where hearts race, where heroes rise, and where the game comes alive. That’s when power matters most.”

LALIGA views the partnership as a natural fit, connecting one of football’s most dramatic moments with a brand built around longevity and performance. Jorge De La Vega Fernández, Business General Manager at LALIGA, said the agreement would help the league engage fans through the emotion and unpredictability that define the competition.