LALIGA
EA SPORTS and LaLiga sign new partnership for the 2023/24 season
The new sponsor will also provide new graphics and advanced metrics to improve the watching experience for global audiences.
LaLiga is changing. As of 1 July, Spanish football has entered into a new season and there are a number of alterations being made.
This includes a new main partner - EA SPORTS - and a new logo. The Spanish top flight, previously known as LaLiga Santander, will now be LaLiga EA SPORTS. The second tier will be known as LaLiga Hypermotion.
The top division’s is a direct reference to the new sponsor; while second division bares the name of the technology used by EA Sports to generate in-game graphics.
“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,” LaLiga president Javier Tebas said last year, when the new arrangement was announced.
“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,” Tebas added.
“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 organizations’ position at the centre of football culture,” said EA Sports’ David Jackson.
What will the EA SPORTS LaLiga broadcasts look like?
The EA SPORTS deal is far from just a rebranding and the league’s visuals will change with the game developer’s involvement. Broadcasts will include new graphics and advanced metrics to aid and enhance the watching experience.
Where information appears on screen it will be more dynamic, partly based on EA SPORTS’ successes in the world of video games. This has been billed not only as a way to improve the experience for existing fans, but also to encourage younger people to watch LaLiga.
“We’re thrilled to partner with a worldwide leader in football fandom to better connect our fans to their favourite clubs, players, and LaLiga competitions,” said Nick Wlodyka, general manager EA SPORTS FC. “The contributions from LaLiga to our EA SPORTS FC portfolio will be immense, not only from a visual aspect, but across technological and game development improvements, further blurring the lines between the real and virtual worlds of football.”
The deal is hoped to help broaden LaLiga’s audience around the world but also includes provisions to support the match-going fans. Alongside the league sponsorship, 14 teams have agreed to limit the price of tickets to €30 for away fans in a bid to encourage away travel and improve the in-stadium experience.
Those clubs are Cádiz, Almería, Sevilla, Real Betis, Valencia, Atlético Madrid, Girona, Mallorca, Celta, Real Sociedad, Athletic Bilbao, Granada, Las Palmas and Alavés.