The new multi-year deal opens the door for fresh experiences, greater in-game connections, improved broadcast communications, and a dedication to grassroots initiatives beginning with the 2023–24 season.
Electronics Arts Inc. (NASDAQ: EA) and LaLiga, a pioneer in the football entertainment industry, today announced that they have formed a unique, multi-year agreement that will enable both parties to offer ground-breaking experiences for football fans throughout the world. Beginning with the 2023–2024 season, the partnership between EA SPORTS FCTM and LaLiga will include title naming rights for all LaLiga competitions, a full rebranding of LaLiga with EA SPORTS including all logos, graphics, fonts, and other visual elements, as well as delivering new in-game integration, broadcast highlights, and joint commitments to supporting grassroots initiatives.
The first and second divisions of LaLiga (Spain’s main professional football competitions), LaLiga Promises (the league’s annual youth tournament), and eLaLiga will be included in this new partnership.
“EA SPORTS FC is committed to delivering the most authentic and immersive experiences in global football. Our innovative new partnership with LaLiga further elevates that ambition and solidifies both organizations’ position at the centre of football culture,” said David Jackson, VP Brand, EA SPORTS FC.
“The visible reach and scale of this partnership is deeply exciting, as is the opportunity to deliver incredible experiences for fans through in-game innovation, interactive entertainment and grassroots initiatives.”
“EA SPORTS represents the cutting edge of interactive football experiences while LaLiga is at the forefront of actual football competitions with unmatched in-person, broadcast and digital fan experiences,” said Javier Tebas, President, LaLiga.
“We have been strategic partners with EA SPORTS for years and this expanded agreement is a commitment to providing the next level of innovation to all football fans, a fusion between the virtual and real worlds of football.”
For years, EA SPORTS’ football environment has provided fans with unprecedented authenticity in game, allowing them to interact with their favorite LaLiga teams, players, and venues. EA SPORTS and LaLiga will deepen their collaboration with this agreement.
Fans will benefit from technology, gameplay updates and development, and real-world football highlights in addition to the naming rights arrangement. Both LaLiga and EA SPORTS are committed to grassroots activities to grow the game, which will include increased accessibility, facility upgrades, and a variety of other projects to completely immerse fans in the world of football.
“This partnership with EA SPORTS is set to truly transform the way football is enjoyed around the world,” said Óscar Mayo, Executive Director, LaLiga. “Moreover the alliance demonstrates LaLiga is a global brand, evidence of the success of our league to connect with fans internationally.”
“We’re thrilled to partner with a worldwide leader in football fandom to better connect our fans to their favourite clubs, players, and LaLiga competitions,” said Nick Wlodyka, SVP & GM, EA SPORTS FC.
“The contributions from LaLiga to our EA SPORTS FC portfolio will be immense, not only from a visual aspect, but across technological and game development improvements, further blurring the lines between the real and virtual worlds of football.”
In the upcoming months, additional information about the collaboration will be released, and information on EA SPORTS FC products will become available in the summer of 2023.