Telefónica Ending Sponsorships Of Real Madrid, Barcelona, La Roja

Telefónica will end its sponsorships of Real Madrid, Barcelona and the Spanish national football team, according to Ramón Muñoz of EL PAÍS. The decision by the telecom is "part of a shift in its sponsorship policy, as it focuses on its TV content and production." Telefónica initially partnered with the Spanish Football Federation (RFEF) in '12, while its partnerships with Real Madrid and Barcelona date back to March '17 and Feb. '15, respectively. The telecom will spend more than €4B ($4.6B) on its push into broadcasting over the next three years (EL PAÍS, 8/31).