The agreement between ElPozo Alimentación and Spain’s national football teams could reshape the familiar landscape of sports marketing in the country. For the first time in many years, one of the largest players in the food industry is stepping up to support both squads — men’s and women’s. This is more than just another sponsorship deal: it marks a strategic alliance set to impact millions of fans and influence the image of Spanish sports abroad.
The official signing took place on January 29, 2026, at the ElPozo facilities in Alhama de Murcia. Representatives of the company and the football federation (RFEF) made it clear that they regard this agreement as a move to strengthen Spain’s position on the international stage. Starting with the upcoming World Cup in the USA, Mexico, and Canada, the ElPozo logo will appear at all official events connected to La Roja.
Brand and sport
ElPozo Alimentación, owned by the Fuertes family, will now accompany the national teams not only on the field but also beyond it. The partnership includes large-scale advertising campaigns, player participation in promotional events, and even branding of the company’s vehicle fleet across Europe. This approach promises to elevate the synergy of business and sports to a new level, making the brand an integral part of fans’ everyday lives.
Special attention is being given to the fact that ElPozo will support not only the men’s team, but also the women’s national team. This decision has already received positive feedback from experts, who note the growing influence of women’s football in Spain. By 2030, when the country hosts the anniversary World Cup, ElPozo aims to become an integral part of the nation’s sporting culture.
Impact on Fans
For millions of football fans in Spain and beyond, this agreement means more than just a new logo on the kit. ElPozo plans to actively engage supporters through both traditional and digital communication channels. It is already known that the company is preparing special projects involving players from both teams, as well as large-scale campaigns on social media and television.
ElPozo’s management emphasizes that their goal is not only to boost brand recognition, but also to strengthen the connection between sport and society. In the coming years, fans can look forward to new ways of interacting with their idols and unexpected collaborations that could reshape the perception of football sponsors.
Statements from the Leaders
The heads of ElPozo and the football federation do not hide their ambitions. According to them, this alliance is not just a commercial deal, but an attempt to unite the best qualities of Spanish business and sport. The company is confident that its values—teamwork, drive for excellence, and respect for tradition—fully align with the spirit of the national teams.
The president of the federation, Rafael Louzán, noted that ElPozo will now become part of a large football family, and the Spain brand will gain additional momentum on the world stage. The federation’s development director, Raimundo Plaza, added that few are able to connect sport, everyday life, and national values as seamlessly as ElPozo does. In the coming years, this bond will only grow stronger.
