A Half-Century of Partnership

The relationship between Unicaja and Spanish basketball is entering its sixth decade, marking one of the most enduring sponsorships in European sports history. It began in 1977 when Alfonso Queipo de Llano, José María Martín Urbano, and Paco Moreno approached Juan de la Rosa, the president of the Savings Bank from Ronda, with a proposition: financial backing for a basketball team.

Next year will mark the 50th anniversary of this crazy idea, as it was described by those involved, which has since blossomed into a cornerstone of Spanish basketball. The club has evolved its name over the years, but the consistent support from Unicaja has fostered a strong brand identity.

Unicaja: A Top Sponsor in Spain

Recent data confirms Unicaja’s prominent position in the Spanish sports sponsorship landscape. A 2025 Sports and Entertainment Sports Sponsorship Barometer by SPSG Consulting ranked Unicaja tenth and uniquely, as the only Endesa League team sponsor directly associated with basketball by respondents.

The connection between the club and Unicaja Banco is solidified through the Fundación Bancaria Unicaja, which is the largest shareholder of Unicaja Banco. This structure reinforces the stability and longevity of the partnership.

Brand Recognition and Market Impact

The bank’s naming rights to the team contribute to greater brand recognition in a crowded sports market. As stated, If you talk about basketball in Malaga and in Spain you talk about Unicaja. This strong association resonates with fans, mirroring similar loyalty seen with other teams, such as the continued reference to Baskonia as Tau despite the company’s withdrawal as a sponsor in 2009.

Financial Return and Social Commitment

The Fundación/bank duo invests approximately seven million euros into the basketball club’s budget annually. Studies suggest a return on investment of six times the initial amount. However, Unicaja emphasizes that its support extends beyond financial gains.

“Market studies show that today brands are no longer looking just for notoriety, but for authentic and meaningful associations. Basketball has established itself as a territory of high credibility and engagement, and the fact that fans directly link Unicaja with this sport reinforces the effectiveness of a sponsorship model based on continuity, coherence and the real activation of the link with society.”

Source: Data from the Sports Sponsorship Barometer

The Top Brands in Spanish Sports Sponsorship

While Unicaja holds a strong position in basketball sponsorship, other brands dominate the broader Spanish sports market. Endesa leads the rankings, followed by Telefónica/Movistar and Coca-Cola. Other prominent sponsors include Caixa Bank, Banco Santander, Iberdrola, Emirates, Toyota, and Pars VISA.

Here’s a look at the top ten most associated brands with sports in Spain:

• 1. Coca-Cola (80.1%)
• 2. Santander Bank (47.2%)
• 3. Telefónica (43.8%)
• 4. Red Bull (32.5%)
• 5. Visa (25%)
• 6. Iberdrola (24%)
• 7. Heineken (16.8%)
• 8. BBVA (14.4%)
• 9. Mastercard (13%)
• 10. Emirates (12.7%)

The Evolving Landscape of Sports Sponsorship

The criteria brands use when selecting sponsorships are evolving, with a growing emphasis on shared values and authentic connections. Sponsorships are no longer solely about visibility; they are about aligning with projects that resonate with a brand’s DNA and contribute to a larger purpose.

“The sponsorship of the club is integrated into a broader vision, which combines support for professional sport, promotion of grassroots sport and a stable relationship with the fans. In short, support that responds to our social commitment to sustainable development through the promotion of sport, contributing to social progress and sharing with our clients the experience of being an active part of this sponsorship.”

Source: Sports Sponsorship Barometer data