EA Sports new main sponsor of La Liga

Electronic Arts and LaLiga, a leader in football, today announce that they have entered into a multi-year partnership that will enable each party to deliver unique experiences for football fans around the world.

From the 2023/2024 season, this partnership between EA SPORTS FC™ and LaLiga will include naming rights for all LaLiga competitions, a complete rebranding of LaLiga with EA SPORTS including logos, graphics, fonts and other elements visuals, while offering new in-game integrations, broadcast highlights and joint commitments to local initiatives. This new partnership will encompass the first and second divisions of LaLiga (the professional competitions in Spain), LaLiga Promises (the annual LaLiga youth tournament) and eLaLiga.

“EA SPORTS FC is committed to delivering the most authentic and immersive experiences in world football. Our innovative new partnership with LaLiga further underlines this ambition and reinforces the positions of our two organizations at the center of football culture.” explains David Jackson, VP Brand of EA SPORTS FC. “The visible reach and scale of this partnership is very exciting, as is the opportunity to deliver incredible fan experiences through in-game innovations, interactive entertainment and grassroots initiatives.”

“EA Sports leads in interactive football experiences while LaLiga leads in competitive football with unparalleled personal, broadcast and digital experiences”says Javier Tebas, President of LaLiga. “We have been in a strategic partnership with EA SPORTS for years and this expanded agreement is a commitment to provide a higher level of innovation to all football fans, a fusion between the virtual and real worlds of football.”

With this partnership, EA SPORTS and LaLiga will deepen their collaboration. In addition to the naming rights partnership, fans will benefit from the benefits of technology, gameplay improvements and development, and real-world football highlights. LaLiga and EA SPORTS are committed to supporting local initiatives to grow the game, including improving accessibility, upgrading facilities and many other initiatives to truly immerse fans in the world of football.

“This partnership with EA SPORTS will truly transform the way football is enjoyed around the world”said ├ôscar Mayo, executive director of LaLiga. “Furthermore, this deal demonstrates that LaLiga is a global brand, proof of our league’s success in connecting with fans internationally.”

“We are delighted to partner with a global leader in the eyes of football fans to better connect our fans to their favorite LaLiga clubs, players and competitions,” said Nick Wlodyka, SVP & GM of EA SPORTS FC. “LaLiga’s contributions to our EA SPORTS FC portfolio will be immense, not just visually, but through technological and game development improvements, further blurring the lines between the real and virtual worlds of football.”

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