LALIGA and Lowe’s Sign a Multi-Year Partnership Across the United States to Become Inaugural Title Sponsor of ‘El Partidazo’ Event Series

When LALIGA North America launched in 2018, the goal was to bring Spanish soccer and culture closer to fans in the United States, Canada and Mexico.

The 50-50 joint venture between Spain’s top league and Relevent was built upon five strategic pillars, including events and activations celebrating LALIGA’s biggest and most exciting matches.

Launched in 2023, El Partidazo, which translates to “the great game,” has grown and evolved into the premier fan-focused soccer event across the country, having organized more than 100events since launch.

Beginning with the 2025/26 LALIGA season, Lowe’s joins the party as title sponsor, with the event series being known as El Partidazo presented by Lowe’s. Fans can also expect Lowe’s to bring the spirit of soccer home with family-friendly activities and DIY soccer-inspired experiences at select Lowe’s locations nationwide.

“The partnership with Lowe’s is a testament to the execution and success of the long-term investment we made when we first launched LALIGA North America seven years ago,” said Patrick Lowe, LALIGA North America Head of Commercial Partnerships. “LALIGA North America offers brand partners like Lowe’s unrivaled opportunities to engage soccer’s young, diverse, multicultural audience at a national scale with local impact.”

LALIGA North America entertained more than 13,000 registered fans across six El Partidazo events in Chicago, Dallas, Houston, Los Angeles, Miami and New York City during the 2024/25 LALIGA season. Headlined by LALIGA legends including Iker Casillas, Rafa Márquez and Rivaldo, El Partidazo offers fans the ability to get up close and personal with their favorite players and clubs without having to leave their own backyard.

As multi-year title sponsor, Lowe’s will have a significant physical and digital presence at each El Partidazo event, including geo-targeted LED boards on ESPN broadcasts, meet-and-greets with LALIGA legends, custom content, and benefits for MyLowe’s Pro Rewards members including money-can’t-buy experiences and hospitality in Spain for LALIGA matches. Additionally, Lowe’s will bring the celebration to life for fans through localized in-store activations, summer DIY soccer challenges and family-focused fan moments.

The sponsorship is an expansion of the brand’s investment in soccer, which also includes partnerships with Charlotte FC and Inter Miami CF of Major League Soccer, former FC Barcelona star Lionel Messi, and the 2024 Copa América.

“At Lowe’s, we believe home is where fandom begins, whether it’s building pre-game traditions in the backyard or watching matches together in the living room,” said Gerardo Soto, Vice President of Media and Sports Marketing at Lowe’s. “This partnership with LaLiga helps us show up for fans in meaningful ways, both on and off the field. By connecting with the passion and pride that soccer inspires, we’re inviting fans to make Lowe’s part of how they celebrate—and live—the game.”

2025/26 El Partidazo schedule*:

*Locations will be announced soon