EA Sports have announced that they will become the new sponsor of LaLiga from the start of the 2023/2024 season.
The gaming company will takeover from current sponsors Santander as part of a multi-year agreement. Santander had announced last month that their sponsorship would end following the conclusion of the coming season.
The agreement between EA Sports FC and LaLiga will see the league renamed and rebranded while also aiming to introduce new in-game integration to improve the match viewing experience for fans across the globe.
EA Sports will reportedly pay €30 million per year for the sponsorship.
⚽🤝🎮 @EASPORTS FC será el patrocinador principal de todas las competiciones de LaLiga a partir de la temporada 23/24.
— LaLiga (@LaLiga) August 2, 2022
EA has already pushed EA Sports branding in the world of football with the company being a Premier League sponsor since 2016. As part of that agreement their logo has appeared in on-screen branding, on player awards and on referee's kits.
The sponsorship deal will come into effect in the same year that EA creates the new EA Sports FC video game, breaking away from FIFA who they have developed games for since the 1990's.
Executive Director of LaLiga Óscar Mayo gave his reaction to the announcement:
“This partnership with EA SPORTS is set to truly transform the way football is enjoyed around the world,” he said.
“Moreover the alliance demonstrates LaLiga is a global brand, evidence of the success of our league to connect with fans internationally.”
Sponsorship within the league continues to grow. On Monday, Barcelona announced the sale of 24.5 per cent of its media arm Barca Studios to internet company Socios.com. The website aims to bring fans closer to their clubs through fan voting.
Last month the club also announced that Spotify would become their new shirt sponsor in a deal worth €280 million. Up until 2006 the club had resisted the opportunity to have any sponsor on its shirt at all until they reached an agreement with UNICEF.
More details relating to the sponsorship deal will be revealed in the coming months.