LALIGA North America, Panini America Extend Partnership to Further Engage Soccer's Growing Fanbase in U.S. Through Gaming, Grassroots

• Panini America has been title sponsor of LALIGA North America's U.S. Gaming Challenge since 2023.
• The 2026 U.S. Gaming Challenge resulted in more than 40 million impressions and 5.2 million video views.
• Panini America expanded its collaboration with LALIGA North America with a prominent presence at the 2026 LALIGA Futures U-12 grassroots tournament in Orlando, Fla.

NEW YORK, Oct. 14, 2026 /PRNewswire/ -- LALIGA North America and Panini America, one of the most recognizable brands in global soccer fandom, announced today a multi-year extension of their regional partnership dating back to 2023.

Panini America, a subsidiary of the Panini Group, the world's largest sports and entertainment collectibles company, returns as title sponsor of LALIGA North America's U.S. Gaming Challenge presented by Panini.

The global collectibles company connecting generations of fútbol fans through its iconic sticker albums and trading cards will continue to engage LALIGA fans across the region, especially through grassroots and youth initiatives and events including ElPartidazo, and, most recently, at the 2026 LALIGA Futures U-12 tournament in Orlando, Fla.

"Panini America has been a valued partner of LALIGA North America as we continue to work in collaboration to engage soccer's young, diverse, multicultural audiences through collectibles, gaming and soccer," said Nicolás García Hemme, LALIGA North America Managing Director. "Our audiences, especially younger demographics, aren't passive viewers who only tune in on matchdays—they prefer and expect engaging, hands-on experiences, which is exactly what the U.S. Gaming Challenge provides."

"We are excited to continue our relationship with LALIGA North America for the U.S Gaming Challenge as well as enter into new grassroots initiatives like LALIGA Futures to continue to grow LALIGA in the U.S.," said Jason Howarth, Senior Vice President of Marketing and Athlete Relations at Panini America. "The LALIGA U.S. Gaming Challenge blends gaming, soccer and collectibles the way so many people are now engaged in sport we look forward to continuing to find new ways to evolve the program."

Launched in 2021, the LALIGA North America U.S. Gaming Challenge has become a key fixture in the league's annual calendar in the region as LALIGA fans and amateur gamers compete against each other with the possibility to play against celebrities and soccer legends, earn priceless collectibles, win prizes and, ultimately, have the chance to experience a once-in-a-lifetime trip to Spain.

The 2026 U.S. Gaming Challenge kicked off in January with eight finalists advancing from a series of four virtually hosted qualifier EA FC tournaments. Those finalists had the opportunity to challenge a LALIGA FC influencer/celebrity with the four winners going on to the championship. The final participants played in the Grand Championship Final in Charlotte, N.C.

The 2026 LALIGA North America U.S. Gaming Challenge resulted in more than 40 million impressions and 5.2 million video views.

Previous editions of the Challenge saw amateur gamers compete virtually against former LALIGA and USMNT stars Yunus Musah and Luca de la Torre, LALIGA legends Luis Suárez, João Félix, Fernando Morientes, Luis Garcia and Iker Casillas, as well as NFL stars Garrett Wilson and Aidan Hutchinson.

Panini has also been a long-time global partner of LALIGA, dating back to the early 1970s.

FOR FURTHER INFORMATION

LALIGA North America
Michael LoRé
[email protected]

FOR PANINI AMERICA
Taylor Strategy
[email protected]

SOURCE LALIGA North America