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.
2026 edition ran from four qualifiers to a Charlotte final
The 2026 Challenge began in January. Eight finalists advanced from four virtually hosted EA FC qualifier tournaments. Each finalist could challenge a LALIGA FC influencer or celebrity, and four winners went on to the championship. The Grand Championship Final took place in Charlotte, N.C.
Partnership expands into grassroots with LALIGA Futures U-12 in Orlando
Panini America widened its collaboration with a prominent presence at the 2026 LALIGA Futures U-12 grassroots tournament in Orlando, Fla. It will continue to engage LALIGA fans across the region through youth initiatives and events including ElPartidazo.
Nicolás García Hemme, Managing Director of LALIGA North America, said younger audiences are not passive viewers and expect hands-on experiences, which the Gaming Challenge provides. Jason Howarth, Senior Vice President of Marketing and Athlete Relations at Panini America, said the program blends gaming, soccer and collectibles, and that both sides plan to keep evolving it.
Earlier editions pitted amateur gamers against former LALIGA and USMNT players Yunus Musah and Luca de la Torre. Opponents also included LALIGA legends Luis Suárez, João Félix, Fernando Morientes, Luis Garcia and Iker Casillas, and NFL players Garrett Wilson and Aidan Hutchinson.