ElPozo Alimentación Joins the RFEF as Official Sponsor of the National Team

📹 Rafael Louzán: "Compartimos con @ElPozoAlimenta los valores del esfuerzo, el sacrificio y la búsqueda de la excelencia, que hoy hacen que la @SeFutbol y la @SeFutbolFem vivan el mejor momento de su historia".

ℹ️ https://t.co/wRkxRT3iDq pic.twitter.com/fs8tLaIKA8

— RFEF (@rfef) January 29, 2026

The world’s number one team in the FIFA rankings has welcomed another market leader to its ranks, following the agreement signed between the Royal Spanish Football Federation (RFEF) and ElPozo Alimentación, which was officially presented on Thursday at the Spanish company’s facilities.

Through this agreement, ElPozo becomes an official sponsor of Spain’s national teams: reigning European champions in the men’s game, current world champions in the women’s game, and a side that this summer will pursue the dream of stitching a second World Cup star onto the crest on American soil.

ElPozo Alimentación’s headquarters in Alhama de Murcia hosted the official presentation of the partnership, under which one of the most trusted brands in Spanish households joins forces with “the team of everyone”. The alliance is built on shared values such as hard work, commitment, the pursuit of excellence and a strong team spirit, as both organisations look ahead to an exciting period of challenges.

RFEF President Rafael Louzán highlighted the significance of the agreement, stating that ElPozo is now part of the football family and plays a key role in projecting the Spain brand worldwide — a core mission of the Federation.

“Today, three number ones come together: our national teams, who lead the FIFA rankings in a historic moment, and a company that also stands at the very top of its sector. I hope this great partnership proves highly successful as we share values such as sacrifice, professionalism and a constant drive for excellence.”

The same spirit was echoed by ElPozo Alimentación executives Rafael Fuertes and Juan Antonio Cánovas, who agreed that:

“This sponsorship represents a major boost for ElPozo and will play a prominent role in our initiatives over the coming years. It is a great opportunity to strengthen our commitment to sport and to convey the values that define our corporate culture.”

From now on, ElPozo and its well-known brands — including Legado Ibérico, BienStar, ExtraTiernos and King Upp — will be associated with the Spanish national teams during training camps, commercial activations and across digital platforms, connecting with millions of fans who follow the national side.

RFEF Business Development Director Ramón Plaza underlined that:

“Few brands represent the connection between sport, Spanish households and the values of the Spain brand as well as ElPozo. This partnership strengthens our objective of continuing to build closer ties with all supporters.”

With more than seventy years of history, having begun as a small delicatessen run by Antonio Fuertes in Alhama de Murcia, ElPozo is now present in 80 countries worldwide. The company devotes a significant part of its resources to research and development, focusing on increasingly nutritious and healthy products while maintaining a strong commitment to sustainability.

ElPozo is also deeply involved in promoting sporting values in Spain through its links with leading figures and institutions such as tennis player Carlos Alcaraz, motorcycle racers Pedro Acosta and Fermín Aldeguer, Valencia Basket Club, Alhama CF in Liga F, and the historic ElPozo Murcia futsal team, among many others.

The RFEF — also represented at Thursday’s event by Secretary General Álvaro de Miguel and Technical Director of Development and the National Team Aitor Karanka — adds another prestigious Spanish company to its roster of sponsors. This agreement forms part of a broader strategy of openness and dialogue with leading stakeholders across society, a defining feature of the current management team led by President Rafael Louzán since taking office in December 2024.