Pedri, Andrea Medina, Celia Martínez and David Rosa, LaLiga players, Liga F, LaLiga Genuine and LaLiga FC Futures, respectively, play with a globe to the rhythm of the Pachelbel canon. It is the image chosen by Moeve -Antes Cepsa-, designed by the Publicis Spain creative agency, to communicate the sponsorship of energy to the main competitions of Spanish football.
It is the first time that the same company sponsors all professional football competitions in Spain
In May of this year Moeve became Title Sponsor of the Women’s Soccer League (Liga F) as well as LaLiga Genuine, the LaLiga tournament for people with intellectual disabilities. He also announced his sponsorship to all LaLiga competitions, marking a historical milestone by assuming the first time that the same company sponsors all professional football competitions in Spain.
It will do it from the 2024/2025 season until 2027/2028.
And to make it known, both LaLiga and League F have already started, it has put a multimedia campaign that carries the motto “the world is our pitch. The future is better if we play all” and that seeks, as well as the whole of the sponsorship strategy, reinforce its commitment to sustainable energy and mobility to position itself as “European Energy Transition”
The spot, with Lee Films production, uses a globe as a metaphor to launch the company’s message about a world in which we all play. Bet a color contrast in front of a black and white background, as well as the music of the Bratislava Symphony Orchestra, to evoke harmony and balance and, thus, communicate values such as diversity and sustainability.
“We continue to build the notoriety of our brand with this new campaign, in which we wanted to move away from the usual communication codes of sports sponsors“said Elena Cabrero, brand director and marketing at Moeve, in a statement.
Through LinkedIn, the directive added: “In a way consistent with our positioning we have opted for a different soccer sponso”, Said Cabrero.”And we tell it in a different way too, because if the world is our pitch “the future is better if we play all ‘”
The new campaign follows that launched by Cepsa in the late 2024 to publicize its change of Naming and brand identity to the current Moeve. Also designed by Publicis Spain, it resorted to dinosaurs to communicate that it is time to boost a future with more sustainable energies. The Claim presented “This future has a future.”
Within the framework of the Sponsorship Agreement, as announced a few months ago, Moeve will feature advertising presence in digital supports, stadiums, sports broadcasts and social networks of Laliga, Liga F and the rest of the competitions, as well as in strategic events of the football ecosystem.
The brand will be visible in the LED fences and in the fences of the stadiums during the retransmission of the games, as well as in television ads of more than 1,000 games per season. The sponsorship agreement also includes tickets, collaborations with players, players and teams, as well as in merchandising, and experiences for employees, clients and collaborators of energy.
In addition, Moeve has proposed to enhance the sustainability of competitions. An environmental sustainability technical office will be launched that will offer advice to the competitions and clubs of LaLiga and League F in this area. The idea is to work hand in hand with clubs to favor, for example, their mobility with low emissions or analyze the environmental risks of their activity.
