EA has today announced a new multi-year partnership with LaLiga that will begin in 2023-2024.
The Spanish league will undergo a complete rebrand including logos, graphics, fonts, and more.
LaLiga, LaLiga Promises, and eLaLiga will all be included in the rebrand, with additions coming to EA Sports FC too.
Title Sponsor
EA and LaLiga announced today they have entered into a one-of-a-kind, multi-year partnership that will allow both parties to deliver groundbreaking experiences for global football fans.
The agreement also paves the way for new experiences, deeper in-game integrations, enhanced broadcast communications, and commitment to grassroots initiatives.
Starting in the 2023/2024 season, the partnership between EA SPORTS FC and LaLiga will include title naming rights for all LaLiga competitions, as well as the complete rebrand of LaLiga.
This new partnership will encompass the first and second divisions of LaLiga, LaLiga Promises (the league’s annual youth tournament), and eLaLiga.
Broadcasting
Alongside the rebrand, EA will also deliver new in-game integration, broadcast highlights, and joint commitments to supporting grassroots initiatives.
“EA SPORTS FC is committed to delivering the most authentic and immersive experiences in global football," said David Jackson, VP Brand, EA SPORTS FC.
"Our innovative new partnership with LaLiga further elevates that ambition and solidifies both organizations' position at the centre of football culture.
“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.”
Real-world Highlights
In addition to the naming rights partnership, fans will experience the benefit through technology, gameplay enhancements and development, and real-world football highlights.
The inclusion of real-world highlights is arguably the first clue as to what EA Sports has in the pipeline when their deal with FIFA expires after FIFA 23.
Both LaLiga and EA SPORTS are also committed to increasing accessibility, upgrading facilities, and many more initiatives to truly immerse fans into the world of football.
Cutting Edge
LaLiga President Javier Tebas has also stated his excitement at the new agreement.
"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.
“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.”
More details of the partnership will be shared in the coming months, with information on EA SPORTS FC products being made available in Summer 2023.