The brand new Liga sponsors EA Sports activities to “revolutionize” Spanish soccer

MADRID – US online game large Digital Arts will change Spanish financial institution Santander as title sponsor of La Liga beginning in summer time 2023, as introduced by the league on Tuesday.

The sponsorship will likely be on behalf of the corporate’s EA Sports activities division.

La Liga mentioned in a press release that the deal would produce greater than only a income increase.

“Ranging from the 23/24 season, the brand new settlement lays the foundations to revolutionize the soccer expertise, seeks the mixing of the bodily and digital world, includes enhancements in broadcasting and the dedication of each golf equipment to grassroots soccer”, La Liga said on its web site.

Spanish media reported that the deal is for 5 years and can carry La Liga between 30 million and 40 million euros (30.6-40.8 million {dollars}) per yr.

The take care of Santander, which started in 2016, will finish after this season. It’s value 17 million euros a yr.

For the previous six years, the official title of the Spanish first division has been “LaLiga Santander” and the second division has been “LaLiga Smartbank”, named after a department of the financial institution.

“EA SPORTS represents the vanguard of interactive soccer experiences, as La Liga leads soccer competitions world wide with unmatched fan experiences on the pitch, broadcast and digital,” mentioned La Liga president Javier Tebas.

La Liga sponsorship revenues grew from € 50 million in 2016-17 to € 155 million final season.

Over the identical interval, tv rights revenues practically doubled from € 825 million in 2016-2017 to € 1,625 million in 2021-2022.

California-based Digital Arts and its EA Sports activities franchise are the publishers of the favored FIFA online game, though the corporate will finish its lengthy affiliation with the governing physique of world soccer in 2023 and rename the sport EA Sports activities FC. .

The giants of La Liga Barcelona additionally lately introduced two offers with tech corporations stating that they might add to the soccer expertise.

On Monday, Barcelona introduced the sale of 24.5% of its media arm Barca Studios to Web firm “to speed up the membership’s audiovisual, blockchain, NFT and Net.3 technique”.

In July, Barcelona welcomed Swedish music streaming firm Spotify as their jersey sponsor by tweeting: “We’re partnering with Spotify to mix soccer and music such as you’ve by no means seen earlier than.”

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