LaLiga launches 'transformative' EA strategic partnership, starting with marquee leagues

July 7 - LaLiga, having unveiled its new branding, has officially launched its strategic partnership with Electronic Arts, a five-season deal which the Spanish league says will be transformative.

"This transformation includes a major brand evolution, touching on strategy and positioning, but also extends to tangible changes in LALIGA's broadcast and digital ecosystem," LaLiga said.

The most obvious results of the sponsorship are the new names of LaLiga competitions: the first division will be called LaLiga EA Sports and the second division LaLiga Hypermotion.

EA Sports has had a 10-year relationship with LaLiga with its video games, licensed from LaLiga brands. While the new partnership will promote the post-FIFA franchise, the EA Sports FC game, it will also drive the video game maker deeper into the LaLiga fanbase with new technology and entertainment.David Jackson, VP of Brand at EA Sports, said: "LaLiga uniquely shares our vision of a footballing future focused on fans, and this partnership gives us the opportunity to reframe the way fans interact with the game. By combining our expertise in building diverse audiences on a global scale with LALIGA's spirit of innovation, we are continually challenge, learn and grow together as partners.

"As we enter a new era with EA Sports FC, we are thrilled to see our LaLiga partnership materialize in so many ways, from audiovisual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing football fans closer together."

At the center of the strategic alliance is the belief that there is a "disruptive new way of seeing football", which breaks down the barriers between the physical and the digital. This is a product that will communicate to a much wider audience than just football fans, LaLiga said.

Javier Tebas, President of LaLiga, said: "Today we begin a new era which represents a revolutionary change both for Spanish football and for the industry. And we do so surrounded by clubs and strategic partners like EA Sports, without whom none of this would have been possible. Together, we want to create a better football for society and a better society for our football."

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