LaLiga and EA Sports Forge Strategic Partnership, Marking the Dawn of a New Era in Spanish Football

LaLiga embarked on an exciting new chapter as they announced a strategic partnership with Electronic Arts Inc. (EA Sports) for the next five seasons. The launch ceremony, attended by clubs and strategic partners, marked a significant transformation not only in LaLiga’s brand and strategy but also in its audio-visual broadcasting and digital ecosystem.

This new direction reflects the remarkable growth LaLiga has experienced over the past decade, establishing itself as the largest football ecosystem worldwide. The brand’s repositioning and purpose, encapsulated by the slogan “The Power of our Futbol,” reaffirm LaLiga’s commitment to inspiring and making a positive impact on society.

Javier Tebas, president of LaLiga, expressed his excitement about the new era, stating, “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 support of strategic partners and associates plays a crucial role in LaLiga’s success. With its multi-target appeal, reaching people of various ages and backgrounds, its ability to engage fans in different ways, and its multicultural presence, LaLiga offers a unique product that positions it as a key player in the industry. LaLiga remains committed to expanding the global football ecosystem through collaborations with industry leaders like Microsoft, PUMA, Mahou San Miguel, and BKT, while also adapting to regional and local partners’ specific needs.

The alliance between LaLiga and EA SPORTS represents a groundbreaking development in the football industry. While the partnership builds upon a solid 10-year relationship, it now enters a new phase as EA SPORTS becomes the first international partner to be the title sponsor of LaLiga.

David Jackson, VP of Brand at EA SPORTS, emphasized the shared vision between LaLiga and EA SPORTS for a fan-centric future of football. The partnership aims to redefine fan engagement and explore innovative ways to bring fans closer to the game. By combining their expertise in building diverse global audiences and LaLiga’s spirit of innovation, both parties are committed to challenging and learning from each other. With the introduction of EA SPORTS FC, the partnership will come to life through various avenues, including audio-visual technology, entertainment innovation, grassroots initiatives, and digital communities.

Beyond technological and audiovisual transformations, LaLiga and EA SPORTS aspire to generate a positive impact on society and inspire the world through football.

As part of the agreement, the First Division will be renamed “LaLiga EA Sports,” while the Second Division will be known as “LaLiga Hypermotion,” referencing the cutting-edge motion capture technology used in EA SPORTS FC to create more realistic gaming experiences.

This new era will also witness other significant partnerships, such as the collaboration with LEGENDS, The Home of Football, presented by LaLiga. Located in Madrid, this space showcases the largest memorabilia collection in the history of world football, with 600 pieces worn by players in official FIFA, UEFA, CONMEBOL, and LaLiga competitions. Additionally, LaLiga has partnered with Fanatics to launch its first online store, offering a wide selection of officially licensed LaLiga jerseys, training apparel, and accessories, catering to fans globally.

LaLiga’s digital ecosystem will undergo extensive changes, including a revamped official LaLiga App that offers a personalized user experience, focusing on users’ preferred clubs and delivering relevant content. The app will also feature a new social video experience centered on NEAR LIVE content, making it easier to share on social networks. LaLiga Fantasy will introduce new features to enhance the user experience, to be announced on July 12th.

Furthermore, a fresh approach to audio-visual presentation awaits fans from August 11th. Match broadcasts will feature a comprehensive overhaul of graphics, including on-air displays, lower-thirds, and scoreboards, incorporating dynamic and lively visuals. The use of cameras will also be reimagined, capturing new shots and angles to provide fans with a closer experience to EA SPORTS FC. These new enhancements will offer immersive viewing experiences resembling the video game, enriched with information and presenting fresh perspectives.

LaLiga’s partnership with EA Sports marks the beginning of an exciting era, combining the worlds of physical and digital football to captivate a broader audience and shape the future of the sport.