Luckin Coffee Partners Spain’s FIFA World Cup Team In China

Ahead of the FIFA 2026 World Cup, Luckin Coffee has struck a deal to become the official regional coffee partner of the Spain men’s national football team in China.

Under the partnership, Luckin Coffee will bank on the popularity of the La Roja through localised marketing campaigns, fan engagement initiatives, and promotional activations targeting Chinese consumers. 

The collaboration forms part of the Spanish football federation’s international growth strategy, which has focused on broadening the reach of its football across key global markets.

The partnership also show the close relationship between Spanish football and China. Earlier this year, Spain’s football federation and La Liga signed MOUs with the Chinese Football Association focusing on football development, education, and the hosting of international sporting events.

According to ASN data, Luckin Coffee (1.9%, US$442k) is the 9^th highest spender for its category in the Asian sponsorship landscape since Q323, with a quarterly average investment of almost US$37k during this period. However, spends have been non-existent since Q225, and its latest deal with the La Roja is certain to spike things up positively for Q226.