EA Sports signs $45m sponsorship deal with Spain’s top football division LaLiga
EA Sports, known for hit football video game FIFA, has signed a massive deal with Spain’s premier football division LaLiga.
EA Sports, the sports division of Electronic Arts, signed a massive deal with Spain’s top football division, LaLiga.
EA Sports will be replacing Santander as the main sponsor of the league, which houses football powerhouses like Real Madrid and Barcelona.
Electronic Arts (EA) is reportedly paying just under $45 million per year for the sponsorship, beginning with the 23/24 season, and the league will be renamed LaLiga EA Sports.
In an official post, EA Sports mentions that as a result of the partnership, future titles in the EA Sports football series will deliver “new in-game integration, broadcast highlights, and joint commitments to supporting grassroots initiatives.”
“EA Sports FC is committed to delivering the most authentic and immersive experiences in global football. Our innovative new partnership with LaLiga further elevates that ambition and solidifies both organisations’ position at the centre of football culture,” said David Jackson, the vice president of branding at EA Sports.
EA previously has partnered with England’s Premier League — since 2016, EA Sports branding has appeared on awards in the League.
The new partnership with LaLiga comes at a great time, as EA is ending its partnership with FIFA and removing all FIFA branding from future titles after the release of FIFA 23.
Future titles will be rebranded as EA Sports FC, ending nearly 30 years of FIFA-branded games.
Speaking independently, FIFA has stated that the split will allow FIFA to launch new football video games developed with other studios. While specific companies are not named, discussions are “ongoing” with “leading game publishers, media companies and investors” for a FIFA game slated for 2024.
Rumours abound around the future of FIFA 23. The game is rumoured to have a collaboration with Marvel near the launch day, bringing potentially custom skins for stadiums and jerseys related to Marvel attire.
EA Sports has also confirmed that Russian football teams are excluded from FIFA 23, citing the ongoing war in Ukraine as the reason.
Original reporting by Video Games Chronicle and MARCA.
Written by Junior Miyai on behalf of GLHF
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