Uber Eats Turns Fans Rituals into the Heart of its new Campaign with LALIGA

Oct. 01, 2026

Uber Eats and LALIGA present the official campaign for the 26/27 season, a new installment in their sponsorship agreement that takes as its starting point a universal behavior among football fans: the belief that rituals practiced from the couch can influence the outcome of the match.

The campaign, developed by Ogilvy Spain, reinforces Uber Eats positioning as an official sponsor of LALIGA and establishes the brand as the essential matchday ally in Spain.

• When a fan plays without stepping on the field

The campaign is built on an insight deeply rooted in football culture: superstition as a way to take part in the match from home. Always sitting in the same corner of the sofa, never washing the lucky jersey, or repeating the same menu on big match days are rituals that, for fans, have a real impact on the scoreline. This is where Uber Eats steps in as the service that delivers everything needed to keep up these rituals and keep the passion for football alive.

Arnaud Gouenard, Head of Marketing at Uber Eats Spain said:

"Superstitions are part of the unique way each fan experiences football. Together with Ogilvy, we wanted to bring those little quirks to the center of the campaign and turn them into stories we can all relate to. It's a very natural way to show Uber Eats' role in those moments: being there so nothing goes wrong when the match arrives."

 

• Pique and Casillas, witnesses to the madness

The narrative once again brings back legends Gerard Piqué and Iker Casillas, though with a different role than last season. This time, both act as spectators of the quirky habits typical of LALIGA fans from the 20 clubs, reacting with their usual blend of rivalry to the fans' superstitions. The fan takes center stage; the legends provide the counterpoint. 

"We wanted every ad to be unexpected, something that would make fans think: ‘That's me’ or ‘That's someone in my house’. The ambition wasn't to make a single film and adapt it, but to create a collection of short, surprising stories that capture the deeply personal — and sometimes irrational — way people experience football from the couch."

• A second year to consolidate leadership

The partnership between Uber Eats and LALIGA kicked off last season with record-breaking results in terms of brand awareness. For the 26/27 season, the strategy evolves and expands its scope: the goal is to consolidate top-of-mind status, increase consideration, and drive conversions across the competition's 38 matchdays and 380 matches, reaching both die-hard fans and casual viewers of the 20 clubs involved.

• A 360º ecosystem for the whole season

The campaign rolls out across television, digital media, and social networks through modular pieces adapted to different formats and lengths. The plan includes a specific commercial activation called “Discount Time”, which borrows the football language of added time to offer tactical promotions: 2x1 deals and 50% discounts at key moments of the season.

The social media rollout is completed with exclusive vertical-format content filmed during production, in which Piqué and Casillas discuss their own matchday superstitions and rituals, reinforcing the brand's presence across key platforms throughout every LALIGA matchday.