LaLiga has introduced a brand new five-year partnership with Electronics Arts (EA), which can see the sports activities division of the video games firm safe naming rights for all competitions within the Spanish soccer league.
SportPro understands that the deal is value € 30 million a yr, with the contract beginning within the 2023/24 season and operating till the tip of the 2027/28 season.
In accordance with 2Playbook, EA Sport’s annual price might go as much as € 60 million per yr, as soon as the opposite components of the licensing partnership are included.
EA Sports activities will substitute Santander and its Smartbank model as title accomplice of LaLiga and LaLiga Segunda second tier respectively, with the brand new settlement additionally overlaying the eLaLiga esports sequence and LaLiga Guarantees youth competitors.
LaLiga’s present Santander naming rights settlement is value € 20 million per yr, in keeping with 2Playbook. Nevertheless, the Spanish soccer league confirmed final month that the deal wouldn’t be renewed past the 2022/23 season.
Along with the title sponsorship components, EA Sports activities will utterly rename the LaLiga logos, graphics, fonts and different visible components, whereas providing new in-game broadcast integrations for the highlights.
The partnership additionally features a dedication to assist grassroots soccer initiatives, with fadditional particulars to be confirmed within the coming months.
The deal can even be leveraged as EA Sports activities undertakes the rebranding of its FIFA sport sequence, with the launch of the EA Sports activities FC substitute title coming in the summertime of 2023.
“EA Sports activities FC is dedicated to delivering essentially the most genuine and fascinating experiences in international soccer. Our progressive new partnership with LaLiga additional elevates this ambition and solidifies each organizations’ place on the coronary heart of soccer tradition, ”mentioned David Jackson, vp of the model at EA Sports activities FC.
“The seen scope and attain of this partnership is extraordinarily thrilling, as is the chance to ship unimaginable experiences to followers by in-game innovation, interactive leisure and grassroots initiatives.”
Javier Tebas, president of LaLiga, added: “EA Sports activities represents the vanguard of interactive soccer experiences whereas LaLiga is on the forefront of real-world soccer competitors with unparalleled in-person, broadcast and digital fan experiences.
“We’ve got been a strategic accomplice of EA Sports activities for years and this expanded settlement is a dedication to ship the following degree of innovation to all soccer followers, a fusion of the digital and actual world of soccer.”