Electronic Arts and LaLiga have entered into a “one-of-a-kind” multi-year partnership that includes expertise in both video games and Spanish football, the two companies announced on Tuesday.
The agreement gives EA naming rights for all LaLiga competitions, as well as a complete rebranding of LaLiga with EA Sports, including all logos, graphics, fonts and other visual elements. The deal includes La Liga, the league’s annual youth tournament, LaLiga 2, LaLiga Promises and LaLiga esports league eLaLiga.
The partnership will begin in the 2023-24 football season, when the series will be known as EA Sports FC, following the release and development cycle of FIFA 23. According to Marca (H/T Eurogamer), the deal will cost EA 30 million euros a year.
🚨 Press release: @EA SPORTS It will be the title sponsor of all La Liga tournaments from the 2023/24 season.
– English LaLiga (@LaLigaEN) August 2, 2022
“EA Sports FC is committed to delivering the most authentic and immersive experience in global football,” David Jackson, EA Sports FC Vice President of Brand, said in a press release. Said. “Our groundbreaking new partnership with LaLiga amplifies this ambition and reinforces the position of both organizations at the center of football culture. -gaming experience. Innovation, interactive entertainment and local initiatives.
In October 2021, FIFA made a surprise announcement regarding a “prosperous” and “optimistic” vision for the future of gaming and esports players in football, where multiple parties “control and exercise all rights”.
Earlier that month, it was reported that FIFA wanted to double the payment it currently receives from EA Sports, to over $1 billion every four years.
EA currently has a 10-year naming contract with FIFA which expires without renewal after the 2022 FIFA World Cup in Qatar ends in December.
In February, EA CEO Andrew Wilson told employees in an internal meeting that three decades of exclusive partnership with FIFA has been an “inhibitor” to the growth of soccer video games.
“EA Sports represents the final frontier of interactive football experiences and La Liga is at the forefront of true football competitions with in-person, broadcast and digital fan experiences,” said La Liga President Javier Tebas. , in a press release. “We have been strategic partners with EA Sports for years, and this expanded agreement is a commitment to bring the next level of innovation to all football fans by combining the virtual and real worlds of football.”
Source : dbl tap
