BBVA's sponsorship of La Liga to end this season

BBVA will end their association with the Primera and Segunda Divisions in Spain, something which they have done (Liga BBVA and Liga Adelante, respectively) since the 2008-09 season. 

An agreement has been reached between BBVA and the LFP for the sponsorship to end as of June 30, 2016. 

The reasons, according to the financial organisation, "are based on the stategic change the bank is undertaking, with the focus shifting towards the digital transformation of the bank on a global level." 

Sources at BBVA have indicated that the said change ""involves developing a strategy based on personalisation, something within the the digital realm which will address global impacts."

BBVA adds that La Liga "is now in a new scenario [in terms of television expansion] which will allow the brand to develop internationally, with a strong commitment to global expansion."

Both BBVA La Liga wanted to highlight "the great success of their co-operation in recent years, which has enabled both institutions to spread their brands internationally" and they "stressed their desire to continue working together in a dedicated manager for the rest of the current season."

The relationship between BBVA and La Liga dates back to 2006, when the bank first put its name to La Segunda. Two years later, the Primer Divisions became Liga BBVA and the Segunda became Liga Adelante.