EA Sports has signed a multi-year partnership with Spain’s top football league, LaLiga.
The partnership deal will see EA Sports become the main sponsor of the Spanish football league. Therefore, the video game publisher will replace Santander as the league’s principal sponsor. Barcelona and Real Madrid are among the biggest football clubs in the league.
According to a statement from EA, the deal includes “title-naming rights for all LaLiga competitions” and a “complete rebrand of LaLiga with EA Sports, including all logos, graphics, fonts and other visual elements.” The sponsorship contract will reportedly cost EA €30 million per year.
The partnership will commence at the beginning of the 2023–24 season and change the league’s name to LaLiga EA Sports. In a statement, LaLiga reveals the league’s desire and interest to “truly immerse fans in the world of football” in both virtual and real-world settings.
EA announced in May that its partnership with FIFA was coming to an end after 30 years. LaLiga also confirmed it ended its partnership with Santander last month. Previously, EA detailed how the FIFA licensing agreement prohibited it from bringing in new commercial partners. In addition, the agreement restricted the publisher from creating environments where soccer fans could watch and create content.
After splitting from the FIFA brand, EA Sports’ first football game is due in 2023. Therefore, the new sponsorship arrangement will be crucial for Electronic Arts’ brand development. EA’s football titles will be rebranded as EA Sports FC after the release of FIFA 23 later this year.
Despite losing the FIFA brand, the company believes its games will not be significantly different. In May, the publisher stated that EA Sports FC will have the same incredible experiences, modes, leagues, tournaments, clubs, and athletes as EA Sports.
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