La Liga Signs Three-Year Regional Partnership With African Telecom Zain Sudan

La Liga signed a three-year regional partnership with telecom Zain Sudan, according to Paul Nicholson of INSIDE WORLD FOOTBALL. The deal will see the two partners "collaborate in marketing and promotion, as well as via social media, and on corporate social responsibility activities through the LaLiga Foundation." Zain Sudan has a commercial footprint in Middle Eastern and African countries (Kuwait, Bahrain, Saudi Arabia, Iraq, Jordan, Lebanon and South Sudan) providing mobile voice and data services to more than 45.2 million customers. La Liga highlights Africa as a "strategically important market for Spanish football." The league has offices in South Africa and Nigeria. No monetary value was given for the partnership (INSIDE WORLD FOOTBALL, 8/21).