Colombia's Bavaria Signs Five-Year Partnership With Domestic Football League

Colombian brewery Bavaria's Águila brand signed a five-year sponsorship deal with Colombia's professional football league, according to Javier Arana of PORTAFOLIO. The "magic sum" that Bavaria "put on the table was worth a little more than" $40M. This sum "doubles the amount previous sponsor Postobón paid five years ago." The sponsorship will cover Colombia's first division, Superliga, Torneo (Primera B) and Copa from '15-19. Colombian División Mayor (DIMAYOR) President Ramón Jesurún announced the deal on Thursday. Bavaria has "just scored one of the best goals in professional Colombian football." The brewery, also a sponsor of the Colombian national team since '90, "now takes over sponsorship of the Colombian league." Sources said that Colombia's first division "could now be known as the 'Liga Águila' or 'Liga Águila Cero,' with the goal of promoting the brewery's non-alcoholic beer." (PORTAFOLIO, 12/4).