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Electronic Arts to become La Liga title sponsor from 2023-2024 season

EA will be replacing Banco Santander SA, the country’s biggest bank as title sponsors.

Abhishek Sandikar Author

Published on - 2 August 2022 8:04 pm

Electronic Arts Inc. has sealed an agreement with the Spanish football league, LaLiga, as the title sponsor. EA will be replacing Banco Santander SA, the country’s biggest bank. Under this agreement, LaLiga competitions will carry the California-based company’s EA SPORTS FC game brand, as per a statement from the two parties. The agreement comes into effect from the 2023-2024 season but the financial terms and the duration of the deal weren’t disclosed. 

The new deal will have its roots in the relationship between the two entities that was extended for 10 years in 2020 with EA as LaLiga’s official video-game partner.“LaLiga is incredibly important as we start and accelerate our football platform worldwide,” said David Jackson, Brand VP, EA SPORTS FC. “We have ambitions to grow our platform and engage millions and millions of fans all over the world.” 

Similarly, La Liga’s president Javier Tebas also shared a similar viewpoint on EA and the new football game. He said, “EA SPORTS represents the pinnacle of interactive football experiences today and for the future, and we’re honoured to continue working with them, as we have for more than 20 years. We are committed to partnering with EA SPORTS FC to provide an innovative and authentic experience and to grow the love of football together, around the world and for years to come.”

Electronic Arts has been pushing its EA Sports branding with its sponsorship deal with the English Premier League. Since 2016, EA Sports has been seen in on-screen branding, player awards and referees’ kits. The new sponsorship deal with the La Liga will come at a crucial juncture for Electronic Arts’ brand development as 2023 will see EA Sports’ first football game since breaking away from the FIFA brand.

The new game will all the game modes, leagues, tournaments, clubs and athletes from the previous versions. Similarly, Ultimate Team, Career Mode, Pro Clubs and VOLTA Football will also be available. The game also includes 19,000+ players, 700+ teams, 100+ stadiums and 30 leagues that have been part of the club for over decades. These leagues are the Premier League, La Liga, Bundesliga, Serie A, the MLS etc. 

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