LaLiga has started a new era in partnership with EA Sports, valid for the next five seasons. This agreement includes a major brand change, positioning and changes in the audiovisual transmission and digital universe of the competition.
LaLiga’s new direction demonstrates the expansion it has experienced in recent years. This turnaround began with an announcement of the new positioning under “The Power of Our Football”, a launch with which the competition reaffirms its commitment to inspire and leave a positive impact on society.
“Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do it surrounded by clubs and strategic partners like 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”, says Javier Tebas, president of the tournament.
EA Sports acquires Spanish league naming rights
Electronic Arts became LaLiga’s master sponsor, representing a step forward in the relationship between the parties. From the 2023 – 2024 season, the First Division of the Spanish Championship will be renamed “LaLiga EA Sports”, and the Second Division, which will be renamed “LaLiga HYPERMOTION”.
It is worth noting that the name of the second division refers to the cutting-edge technology used in the football simulator, FIFA 23, with motion capture that has state-of-the-art images in order to offer more realistic game experiences.
“LaLiga shares our vision of a fan-centric future for football, and this partnership offers us the opportunity to reshape the way fans engage with the game,” said David Jackson, vice president of brand for EA Sports.
“We are excited for the life that our partnership with LaLiga will gain in many ways, from audiovisual technology to innovation in entertainment, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football,” added Jackson.
