The Spanish Football League (LFP) "entered into a new three-year partnership with yoghurt brand Yogures Pascual," according to SOCCEREX. A central element of the partnership will be a healthy eating initiative called "Energy to succeed," which will be promoted alongside player images and the LFP logo on the brand’s product packaging in 26 countries across Africa, Asia and the Americas. The agreement "also includes online, TV and outdoor advertising, as well as promotional events." Financial terms of the deal "were not released." Yogures Pascual "will be officially designated as the official yoghurt of La Liga" (SOCCEREX, 9/22). SOCCEREX also reported Korean tire manufacturer Kumho Tyre "bought advertising" in La Liga. The brand will have a presence at all matches throughout the '14-15 season, "through a mix of free-standing logos positioned behind the goals and digital perimeter boards." Kumho Tyre’s sports sponsorship portfolio "currently includes deals with the NBA, the Los Angeles Lakers, and the Auto GP World Series." Financial terms of its La Liga contract "have not been released" (SOCCEREX, 9/18).