Spanish Bank BBVA To Terminate Title Sponsorship Of La Liga, Second Division

Spanish bank BBVA announced on Tuesday that at the end of the current season it will no longer give its name to La Liga and the Spanish second division, according to the EFE. BBVA has been the title sponsor of both leagues since the '08-09 season. The agreement between the bank and the Spanish Football League (LFP) will terminate June 30. The reasons provided by BBVA are "based on an ongoing change in strategy, which is focused on the digital transformation of the bank at the global level." BBVA added that La Liga "finds itself in a new audiovisual setting that allows for the international development of its brand with a concerted bet on global expansion" (EFE, 9/29).