Spain’s most chosen brand to stand alongside La Roja through to 2030
El Pozo Alimentación will officially sponsor the Spanish National Football Teams, both men’s and women’s, through to 2030. Under the agreement, the brand will support national teams across all official competitions played during the sponsorship. The first competition will be the men’s 2026 World Cup, which will be held in the United States, Mexico and Canada.
Today, El Pozo Alimentación and the Royal Spanish Football Federation (RFEF) officially signed the agreement at the company headquarters in Alhama de Murcia. This alliance underscores El Pozo’s long-standing commitment to Spanish sport and the values it embodies. As the most chosen brand in Spanish households, El Pozo will connect with millions of fans by aligning itself with one of the country’s most iconic sporting symbols: La Roja. Alongside the RFEF, the company shares a common vision rooted in effort, teamwork and excellence—principles that define both organisations.
The partnership will see El Pozo support the RFEF and Spanish national teams in their ongoing work to promote sport at all levels. The brand will feature in a wide range of promotional initiatives alongside players from both men’s and women’s teams, and will roll out bespoke activations and campaigns across offline media and digital platforms. The company’s fleet of truckers, which travel throughout Spain and Europe, will feature branding to showcase the sponsorship.
“This sponsorship represents a significant boost for El Pozo and will play a vital role in our activities over the coming years. It offers a valuable opportunity to strengthen our commitment to sport and convey the values that underpin our corporate culture,” said El Pozo Alimentación executives Rafael Fuertes and Juan Antonio Cánovas.
RFEF President Rafael Louzán welcomed El Pozo into the football family, highlighting its role in projecting the ‘Marca España’ (Spain brand) internationally—an objective at the heart of the Federation’s mission. “Today, three number ones come together: our national teams, who currently top the FIFA rankings at a historic moment, and a company that also leads its sector,” he said.
RFEF Director of Business Development Ramón Plaza added: “Few brands capture the link between sport, Spanish households, and the values of ‘Marca España’ as clearly as El Pozo. Its partnership with the national team strengthens our ambition to continue building closer ties with fans everywhere.”
