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LaLiga signs €30m-a-year EA Sports naming rights deal covering all competitions

Video game producer agrees partnership to replace Santander's €20m per season tie-up.

2 August 2022 Rory Jones

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LaLiga has announced a new, five-year partnership with Electronics Arts (EA), which will see the gaming company’s sports division secure naming rights for all of the Spanish soccer league’s competitions.

SportsPro understands that the deal is worth €30 million annually, with the contract kicking in from the 2023/24 season and running until the end of the 2027/28 campaign. 

According to 2Playbook, the annual fee from EA Sport could be as much as €60 million a year, once other elements of the licensing partnership are included.

EA Sports will replace Santander and its Smartbank brand as the title partner of LaLiga and the second-tier LaLiga Segunda respectively, with the new deal also covering the eLaLiga esports series and the LaLiga Promises youth competition. 

LaLiga’s current Santander naming rights deal is worth €20 million annually, according to 2Playbook. However, the Spanish soccer league confirmed last month that the agreement would not be renewed beyond the 2022/23 season.

Alongside the title sponsorship elements, EA Sports will completely rebrand LaLiga’s logos, graphics, fonts and other visual elements, while delivering new in-game broadcast integrations for highlights.

The partnership also includes a commitment to supporting grassroots soccer initiatives, with further details to be confirmed in the coming months.

The agreement will also be leveraged as EA Sports undertakes the rebrand of its FIFA gaming series, with the rollout of the replacement EA Sports FC title coming in the summer of 2023.

“EA Sports FC is committed to delivering the most authentic and immersive experiences in global football. Our innovative new partnership with LaLiga further elevates that ambition and solidifies both organisations’ position at the centre of football culture,” said David Jackson, vice president of brand at EA Sports FC.

“The visible reach and scale of this partnership is deeply exciting, as is the opportunity to deliver incredible experiences for fans through in-game innovation, interactive entertainment and grassroots initiatives.”

Javier Tebas, president of LaLiga, added: “EA Sports represents the cutting edge of interactive football experiences while LaLiga is at the forefront of actual football competitions with unmatched in-person, broadcast and digital fan experiences.

“We have been strategic partners with EA Sports for years and this expanded agreement is a commitment to providing the next level of innovation to all football fans, a fusion between the virtual and real worlds of football.”

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