LaLiga inks strategic partner with EA Sports

LaLiga has kicked off a new era with Electronic Arts Inc., the competition’s new strategic partner for the next five seasons, with a launch ceremony surrounded by clubs and strategic partners.


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’s new direction reflects the growth it has experienced over the last decade to become the largest football ecosystem in the world. 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, said: “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 has been and will continue to be fundamental. LALIGA offers a unique product that makes it a key player in the industry. It is multi-target, since it reaches people of different ages and backgrounds; it is multi-engagement, and can be interacted with in different ways and with different intensity; and it is multicultural, thanks to its strong global presence.


LALIGA will continue in its commitment to expanding the global football ecosystem together with the worldwide industry leaders with which it partners such as Microsoft, PUMA, Mahou San Miguel and BKT, all while not losing sight of both regional & local partners and adapting to the needs of each market.


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 leading 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, breaking down barriers between the physical and the digital, and creating a unique product that will 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 cutting-edge technology used in the EA SPORTS FC video game based on motion capture that uses high generation images to create more realistic game experiences.


The two companies’ commitment goes beyond a simply technological and audiovisual transformation, however, as both aim to continue generating a positive impact on society and inspiring the world through football.

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