Madrid, Sep 30 (IANS): The Spanish Football League (LFP) will have to look for a new sponsor for the coming season after the BBVA bank announced its plan to withdraw its La Liga sponsorship at the end of the current campaign.

The decision by the bank marks the end of a relationship it had maintained with LFP since the 2008-2009 season, reports Xinhua.

BBVA explains its decision by saying on Wednesday it is "based on a strategic change which is being carried out and centred on the digital transformation of the bank on a worldwide scale. This involves developing strategies based on personalisation, something inherent in the digital sphere, in the face of global impacts."

However, it also highlights the "great success of the collaboration, which has allowed both institutions to spread their trademarks on a worldwide scale."

As a result, LFP is now looking for a new sponsor, which should not be too difficult for a league which is viewed all around the world.

Meanwhile talks are due to begin soon over the sale of TV rights for the next three seasons. This is likely to see a bitter battle between the two media groups, Mediapro (who collaborate with Al Jazziera) and Movistar.