When will Spain’s top division stop being called LaLiga Santander and how much will the new sponsor pay?
North American video game company EA Sports will replace Banco Santander as the main sponsor of the top league competition once the 2022/23 season ends.
“LaLiga and Banco Santander have announced by mutual agreement to end the current sponsorship contract that the banking entity had with the competition since the 2016/2017 season″. That was how, on 11 July, the organization chaired by Javier Tebas announced the culmination of their alliance during the last six seasons. The deal was extended last year with the option of a one-year extension but that option will not be exercised. In April 2021, LaLiga’s main sponsors reported: “LaLiga and Banco Santander have renewed their collaboration agreement for two more years, with the option of extending it for a third, until the 2023-2024 season”. After making the decision not to extend the agreement for another year, Banco Santander will no longer have the naming rights for the top tow tiers of the Spanish football league once the 2022/23 campaign ends.
LaLiga’s new sponsors
Along with the announcement of the termination of the agreement with Banco Santander, came the news about the new sponsor. Electronic Arts officially confirmed the new agreement with LaLiga by which the North American video game company will become the main sponsor of the Spanish league starting from next season (2023/24). As the new “title sponsor” of all official competitions, LaLiga explained that, “This new partnership will encompass the first and second divisions of LaLiga (Spain’s top professional football competitions), LaLiga Promises (the league’s annual youth tournament) and eLaLiga”. Although, as reported by LaLiga, Banco Santander will continue to be linked to the organization: ”We will continue to collaborate on future projects with Banco Santander for the growth and promotion of both brands,” stated Javier Tebas. The income which LaLiga receives will come from EA Sports.
The competition’s official new name will be announced in August. Once the agreement with Banco Santander is finalized and with the start of the 2023/24 season, LaLiga and EA Sports will sign a five-year partnership deal. As announced by Cadena COPE, the relationship with the video game company will represent a “significant increase in competition income”. Banco Santander currently pays 20 million euros a year for the naming rights of the competition. “In addition to naming the First and Second Divisions of the Spanish competition, eLaLiga and LaLiga Promises, fans will enjoy technological innovations, improvements and development of the game, and the most outstanding content of real football”, LaLiga announced in a statement.