Advanced Television

LaLiga, EA Sports kick off partnership

July 4, 2023

LaLiga has kicked off a new era with Electronic Arts, the competition’s new strategic partner for the next five seasons. This transformation includes a major brand evolution, touching on strategy and positioning, but also extends to tangible changes in LaLiga’s audiovisual broadcasting and digital ecosystem.

LaLiga says its new direction reflects the growth it has experienced over the last decade. This global transformation began with the announcement of the brand’s new positioning and purpose under the slogan ‘The Power of our Fútbol’, a launch with which the competition reaffirms its commitment to inspire and leave a positive impact on society.

Javier Tebas, president of LaLiga, commented: “Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do so surrounded by clubs and strategic partners such as EA Sports, without whom none of this would have been possible. Together we want to create a better football for society and a better society for our football.”

The union of LaLiga and EA Sports is the culmination of a relationship consolidated over the last 10 years, but which now moves on to a new level; the video games publisher becomes the first ever international partner to be title sponsor of the competition.

David Jackson, VP of Brand at EA Sports, said: “LaLiga uniquely share our vision for a fan-first future of football, and this partnership brings us the opportunity to reframe the way in which fans engage with the game. Combining our expertise in building globally diverse audiences with LaLiga’s spirit of innovation, we will continuously challenge each other, learn, and grow together as partners. As we enter a new era with EA Sports FC, we’re excited for our LaLiga partnership to come to life in a variety of ways, from audio-visual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football.”

This strategic alliance brings with it a disruptive way of viewing football, aiming to break down barriers between the physical and the digital, and create a unique product that seeks to reach a much wider audience.

The agreement will also be reflected in the naming of the First Division, which will be renamed LaLiga EA Sports, and the Second Division, which will be renamed LaLiga HYPERMOTION, referring to the technology used in the EA Sports FC video game based on motion capture that uses high generation images to create more realistic game experiences.

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