OSHEE scores La Liga partnership, bringing football giants to UK shelves

OSHEE, one of Europe’s leading sports and wellness drinks brands, has announced a major partnership with La Liga, the third most-watched football league in the world, with exclusive UK distributor Pricecheck set to roll out new branded packs to market in 2026.

Following a successful three-year collaboration in Poland, the new agreement allows OSHEE to feature La Liga branding and players on its products across 43 countries, including the UK. The deal, which runs until June 2028, will see the league’s players and branding appear exclusively on OSHEE’s sports drink range, including its popular blue isotonic drinks, in 500ml and 750ml formats.

To drive growth in the wholesale, convenience, and retail sectors, Pricecheck will distribute both plain and price-marked packs (PMPs) featuring some of global football’s biggest stars. The partnership grants OSHEE the rights to feature one player from each La Liga team, offering the flexibility to select players relevant to specific markets.

In the UK, the packs will showcase a rotation of 6-7 high-profile players, including stars from Real Madrid and Barcelona, designed to enhance the brand’s visibility and appeal in the minds of retailers and consumers alike.

Matt Collins, General Manager UK at OSHEE, commented: “OSHEE is here to challenge the big players in the UK sports drink market, and we have already secured listings in major supermarkets including Tesco, Sainsbury’s, Asda, and Morrisons.

“This new partnership with La Liga, one of Europe’s biggest sporting leagues, alongside Pricecheck’s industry knowledge and distribution expertise, will only help build our brand and reputation across Britain.”

Darren Goldney, Commercial Director at Pricecheck, added: “We enjoy working with partners who bring innovation, value and excitement, and there is no doubt OSHEE is doing that.

“Combining OSHEE’s hydration expertise and international reputation with the immense popularity of La Liga creates a unique proposition for wholesalers and retailers. We’re excited to help drive this next phase of the brand’s growth, ensuring these star-studded packs reach every corner of the UK market.”