Spanish football's LFP has agreed a regional sponsorship deal in Asia with Snow Beer, reports, www.sportspromedia.com/. The organisers of La Liga confirmed a partnership with the company's King Way lager brand at the end of a trip to China by senior executives, including LFP president Javier Tebas and marketing director Adolfo Bara.

La Liga recently announced a regional partnership with Chinese nutritional products brand Kingdomway.

Snow Beer's brands are the best-selling in China and some studies indicate they are the most consumed in the world by volume.