LaLiga has a new main sponsor for its competitions. Spanish football and electronics arts employers this Tuesday announced the signing of a medium-term agreement whereby EA Sports will name the First and Second Divisions, as well as eLaLiga and LaLiga Promises (LaLiga’s annual youth tournament). from the 2023-2024 season, the date on which the agreement with Santander Bank, the main sponsor of the last seven seasons, will end. “We have been strategic partners of EA Sports for years and this agreement is a commitment to offer all football lovers a leap of quality from the point of view of innovation, bringing together the virtual and real worlds of the beautiful game to delight them especially the youngest,” explained Javier Tebas, President of the Employers’ Association.
EA Sports will be the third company to name the Spanish football championship, the first foreign and that is not a bank. In 2008 the first sponsorship deal was signed with BBVA, which lasted until the 2016/17 season where Banco Santander became the main partner. In a quest to generate new revenue and reach a younger audience, LaLiga has partnered with the video game industry leader, which launched its flagship in the FIFAthe most commercialized football video game in the world to be rebranded starting next year EA Sports FC.
According to the notice issued by LaLiga, the agreement with EA Sports will not only be limited to designation of the competitions, but it will mean a leap in terms of technology, the content offered on television and social networks, and the relationship with fans. “EA Sports is committed to providing the most authentic and immersive experiences in world football. We have the opportunity to deliver incredible experiences for fans through in-game innovation, interactive entertainment and grassroots initiatives,” said David Jackson, Vice President of EA Sports.
For Javier Tebas, this agreement represents the perfect mix between two companies that are leaders in their fields. “EA Sports is at the forefront of interactive football experiences, while LaLiga is at the forefront of football competitions in the world,” he says. The president of the employers’ association stressed the importance of bringing football closer to the youngest, who are more used to video games and the digital world. “For years, fans have been able to enjoy an authentic and unrivaled gaming experience (the FIFA), to play with their favorite teams, players and stadiums,” the statement said.
LaLiga has not released the numbers of the agreement, the amount the employer will receive for the sponsorship, or its duration. Not even the name they have planned for the competitions. The statement ensures that the remaining information on the agreement, which will come into effect for next season, will be released in the coming months.