LALIGA North America, Panini Extend U.S. Gaming Challenge Deal
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New York – October 14, 2026 -- LALIGA North America and Panini America announced a multi-year extension of their regional partnership, which dates back to 2023, after the 2026 U.S. Gaming Challenge generated more than 40 million impressions and 5.2 million video views.
Panini America stays on as title sponsor of the U.S. Gaming Challenge
Panini America, a subsidiary of the Panini Group, returns as title sponsor of the LALIGA North America U.S. Gaming Challenge presented by Panini. It has held the sponsorship since 2023. The Challenge launched in 2021 and has become a fixture in the league's annual calendar in the region.
Fans and amateur gamers compete for collectibles and prizes. They can also play against celebrities and soccer legends, and the top prize is a trip to Spain.