Málaga CF signs with Cervezas Victoria and says goodbye to San Miguel

Málaga CF announced on Monday that Cervezas Victoria will become its new main sponsor, replacing San Miguel after six decades. The deal, lasting between four and five years, was signed right after the promotion to LaLiga, strengthening the club's financial stability.

What does the sponsor change mean?

The contract with Cervezas Victoria arrives as the club returns to the top tier, bringing greater media exposure and more appeal for sponsors. Kike Pérez, Málaga CF's general director, said the local brand will provide long‑term investment the club needs to consolidate its place in LaLiga.

Why is San Miguel saying goodbye?

San Miguel accompanied the team for 60 years, becoming part of La Rosaleda's history. Pérez publicly thanked Miguel de Hoyos and the company for their support, describing the split as “something that happens in life”. It is not a permanent rupture, just a new chapter for the club.

What benefits does Cervezas Victoria bring?

The brand, founded in Málaga and sponsor of the Spanish national team, adds significant symbolic weight. Its arrival coincides with the return to Primera, offering the club a more local image and long‑term confidence. Pérez highlighted that Cervezas Victoria's commitment is “what the club also needs, long‑term confidence”.

What is the medium‑term vision?

With the new sponsorship, Málaga CF aims to cement its position in Spanish football's elite, improve its investment capacity and attract more members. The agreement, already sealed before knowing which division the team would play in, shows the board's intent to plan beyond the first year back.

How do fans react?

Málaga CF supporters have welcomed the news enthusiastically, seeing Cervezas Victoria as a closer tie to the city. The brand, deeply rooted in local culture, strengthens the sense of belonging that grew during the promotion season.

What’s next for the club?

The next challenge will be turning financial stability into on‑field results. With the new funding, the club can strengthen its squad and fight for survival in LaLiga. Pérez reiterated the goal is “to grow off the pitch” and keep competitiveness throughout the season.