July 7 – LaLiga, having unveiled its rebrand, has now formally launched its strategic partnership with Electronic Arts, a five-season deal that the Spanish league says will be transformational.
“This transformation includes a major brand evolution, touching on strategy and positioning, but also extends to tangible changes in LALIGA’s audiovisual broadcasting and digital ecosystem,” said LaLiga.
The most obvious outcomes of the sponsorship are the new names for LaLiga’s competitions: the first division will be named LaLiga EA Sports and the second division LaLiga Hypermotion.
EA Sports has had a 10-year relationship with LaLiga with its video games, licensing LaLiga’s marks. While the new partnership will promote the post-FIFA franchise, EA Sports FC game, it will also drive the video game maker deeper into LaLiga’s fan base with new technology and entertainment.
David Jackson, VP of Brand at EA Sports said, “LaLiga uniquely share our vision for a fan-first future of football, and this partnership brings us the opportunity to reframe the way in which fans engage with the game. Combining our expertise in building globally diverse audiences with LALIGA’s spirit of innovation, we will continuously challenge each other, learn, and grow together as partners.
“As we enter a new era with EA Sports FC, we’re excited for our LaLiga partnership to come to life in a variety of ways, from audio-visual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football.”
At the centre of the strategic alliance is the belief that there is a new “disruptive way of viewing football”, which is breaking down barriers between the physical and the digital. This is a product that will communicate to a much wider audience than just football fans, said LaLiga.
Javier Tebas, president of LaLiga, said: “Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do so surrounded by clubs and strategic partners such as EA Sports, without whom none of this would have been possible. Together we want to create a better football for society and a better society for our football.”
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