LaLiga and EA Sports FC have entered into a multi-year partnership that sees both parties deliver new experiences for football fans globally, starting from the 2023/24 season.
The deal includes title naming rights for all competitions, a rebrand of LaLiga with EA Sports including all logos, graphics, fonts and other visual elements, and the development of new in-game integration and broadcast highlights.
Described by both groups as a ‘one of a kind’ deal, included are the first and second divisions of LaLiga, LaLiga Promises (the league’s annual youth tournament) and eLaLiga.
“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,” commented 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.”
As the pair look to deepen their existing relations, gameplay enhancements and development, and real-world football highlights will also be involved in the deal.
David Jackson, VP Brand, EA Sports FC, added: “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 organisations’ position at the centre of football culture.”
Notably, the partners have also highlighted their continued committed to grassroots initiatives to grow the game which will include increasing accessibility, upgrading facilities, and many more initiatives to truly immerse fans into the world of football.
“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,” concluded 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.”