EA Sports and La Liga partner up in EA’s first big move since FIFA divorce
EA Sports and Spain’s premier football league, La Liga, have struck up a new deal that will make EA Sports the sponsor for the league for the next five years. Marca and Sport, the two leading Spanish soccer publications have provided different figures with the latter stating the deal will be worth €30m per annum and the latter stating it will be worth €30m per annum.
EA making big moves to corner the market
This the first big move that EA Sports have made after cutting ties with FIFA following many successful years as the brains behind the FIFA games. FIFA 23 will be the last game with FIFA in the title, with a new franchise named EA Sports FC ready to take over.
EA Sport FC’s Vice President of brand, David Jackson had this to say in his press release:
“EA Sports FC is committed to delivering the most authentic and immersive experiences in global football. Our innovative new partnership with La Liga further elevates that ambition and solidifies both organizations’ position at the center of football culture. 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.”
The deal won’t just see EA Sports cover the La Liga but also the Primera, Segunda, Promises divisions and eSports league. La Liga has had some tough years post the departures of Lionel Messi and Cristiano Ronaldo from the two big clubs in Spain. The pandemic also affected them more adversely financially than their English counterparts, the Premier League, but after Real Madrid’s Champions League win last season and Barcelona’s summer splurge this season, it looks like the Spanish league and La Liga brand might be recovering.
La Liga teams have seen many new partnerships with tech companies. Spotify recently bought the naming rights for Barcelona’s iconic stadium, Camp Nou, as well. For the last seven years, Spanish Bank Santander has been the sponsor for the La Liga with the league estimated to make around €17m per year at the time.
FIFA 23, will see the return of Juventus and include the top domestic women’s leagues in England and France. Meanwhile, EA Sports FC is making moves and throwing offers everywhere they may stick.