Burger King and the Spain's Professional Football League (LFP) unveiled an agreement that will see the fast food chain become an official sponsor of Spain's top-flight and second division for the next three seasons, reports Sport Business. Francisco Roca, director general for the La Liga, said the two parties will develop an "ambitious" marketing activation policy, both in Burger King restaurants and through new technologies.

"Strategically it was an environment where the company should be present. La Liga reaches millions of fans and Burger King wants to share with them the great moments and feelings that football gives us," said Jean Paul Hordijk, Burger King's marketing director.

Hordijk added the sponsorship represents "a firm commitment by the chain to values as struggle, perseverance, teamwork and commitment."?

? Burger King also unveiled the 'King of Celebration 2010' contest, which will award the most original goal celebration in the league this year.

Fans will have the chance to vote via social networks and the winning player will be rewarded with prize money to be donated to a charity of his choice.