The battery brand known for its iconic slogan “lasts longer than the rest” has secured a sponsorship role in football’s most tense moments. Spain’s LaLiga announced that Duracell will serve as the official partner of added time, beginning with the 2026-27 season under a three-year global agreement that runs through the 2028-29 campaign.
As part of the deal, Duracell branding will appear on stoppage-time displays during matches, along with in-stadium activations, broadcast integrations, and digital content. The partnership marks one of the most natural brand alignments in recent sports sponsorship history — a battery that keeps going with a clock that keeps ticking past 90 minutes.
The announcement was made in Barcelona ahead of El Clásico, where for the first time ever, Barça clinched the LaLiga title directly by defeating Real Madrid. The stage could not have been bigger for the launch.
Two batteries, one bunny, and plenty more added time ahead.
