A multi-year partnership between EA Sports and La Liga has been announced, with EA Sports FC having title naming rights on all La Liga competitions from the 2023/24 season.
The new partnership will see a total re-brand of La Liga with EA Sports including all logos, graphics, fonts and other visual elements. EA Sports announced this year that they will be ending a 30-year partnership with FIFA, meaning the upcoming release of FIFA 23 will be the final instalment in EA's FIFA franchise.
EA will be releasing a new football game next year called EA Sports FC, the name which will be used as the title sponsor with La Liga next season. The multi-year partnership will see the first and second divisions of La Liga, La Liga Promises (the league's annual youth tournament) and eLa Liga all receive a rebranding.
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“EA SPORTS FC is committed to delivering the most authentic and immersive experiences in global football. Our innovative new partnership with La Liga further elevates that ambition and solidifies both organisations' 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.”
Nick Wlodyka, SVP & GM of EA SPORTS FC claims that the partnership with La Liga can be 'immense' for technological and game development improvements: “We’re thrilled to partner with a worldwide leader in football fandom to better connect our fans to their favourite clubs, players, and La Liga competitions.
“The contributions from La Liga 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.”
La Liga has been in partnership with Spain-based banking association Santander for the last seven years. This will be the first time that La Liga are in partnership with an international brand, with their title sponsor previous to Santander being fellow Spanish bank, BBVA.
"EA SPORTS represents the cutting edge of interactive football experiences while La Liga is at the forefront of actual football competitions with unmatched in-person, broadcast and digital fan experiences,” said Javier Tebas, President of La Liga.
“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.”
