La Liga, Spain’s top-flight football division, will be entering a branding partnership with Electronic Arts (EA)
The deal, which was first reported by Marca, is thought to be costing EA around €30 million a year and will see the league undergo “…a complete rebrand of La Liga with EA Sports FC including all logos, graphics, fonts and other visual elements”. The deal will also include title naming rights for La Liga competitions and will encompass the first and second divisions of La Liga, eLa Liga and youth tournament La Liga Promises.
In a statement, David Jackson of EA Sports FC said: “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.” While La Liga President Javier Tebas said: “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”.
The partnership will come into effect for the 2023/24 season after La Liga’s current deal with Santander comes to an end. It also comes in the wake of EA announcing that their deal with FIFA will be ending after 30 years.
More information about the partnership is due to be announced in the coming months.
Words by Megan Roxburgh
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